{"id":1748,"date":"2021-10-19T03:00:24","date_gmt":"2021-10-19T07:00:24","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/19\/watch-tips-for-showing-mature-female-friendships\/"},"modified":"2021-10-19T03:00:24","modified_gmt":"2021-10-19T07:00:24","slug":"watch-tips-for-showing-mature-female-friendships","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/watch-tips-for-showing-mature-female-friendships\/1748\/","title":{"rendered":"Watch: Tips for Showing \u201cMature Female Friendships\u201d"},"content":{"rendered":"<h2 class=\"wp-block-heading\">If you&rsquo;re marketing to women over 40, take the time to understand what that looks like. Here&rsquo;s some advice to get you started.<\/h2>\n<p class=\"wp-block-paragraph\"><em>Welcome to Shutterstoop, a video series in which Shutterstock\u2019s senior director of content marketing, Jennifer Braunschweiger (shown center), has a casual conversation with a colleague from her stoop in Brooklyn, New York.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>In this installment, she sits down with contributor Didi Gluck (left) to discuss the right and wrong way to show \u201cmature female friendships.\u201d<\/em>\u00a0<em>Stay tuned for the next episode, when she chats with executive producer Tanya Jones (right).<\/em><\/p>\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n<h2 class=\"wp-block-heading\" id=\"h-finding-more-accurate-portrayals-of-mature-women\">Finding More Accurate Portrayals of Mature Women<\/h2>\n<p class=\"wp-block-paragraph\">What does friendship among women over forty look like? That\u2019s the question Shutterstock contributor Didi Gluck set out to answer in her\u00a0<a href=\"https:\/\/www.shutterstock.com\/blog\/images-mature-female-friendships\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"recent essay, read on shutter stock\">recent essay<\/a>\u00a0about the visual representation of \u201cmature female friendships.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhat I found was there\u2019s a lot of imagery out there about what people\u00a0<em>think<\/em>\u00a0women over forty do, versus what women over forty actually do\u2014which is really not that different from what anybody else does,\u201d Gluck tells Shutterstock\u2019s Jennifer Braunschweiger. \u201cIt\u2019s like, suddenly, when you\u2019re looking for imagery of female friendships over forty, everybody<\/p>\n\n\n\n\n<p>[is]<\/p>\n\n<p class=\"wp-block-paragraph\">either doing something like water aerobics, which sort of projects\u00a0<em>old\u00a0<\/em>. . .<\/p>\n\n\n\n\n<p>[or they&#8217;re]<\/p>\n\n<p class=\"wp-block-paragraph\">holding mugs of tea.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To learn more about Gluck\u2019s findings\u2014and get her tips on how to do right by women in their prime\u2014watch her Shutterstoop appearance below.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Shutterstoop: Tips for Showing \u201cMature Female Friendships&quot; | Shutterstock\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/9xhQ5tKUZSE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<hr class=\"wp-block-separator\"\/>\n\n<h2 class=\"wp-block-heading\" id=\"h-3-takeaway-tips\">3 Takeaway Tips<\/h2>\n<h3 class=\"wp-block-heading\">1. Don&rsquo;t Put Women over Forty in the Corner<\/h3>\n<p class=\"wp-block-paragraph\">\u201cThere was a lot of \u2018woman as not center of life anymore\u2019<\/p>\n\n\n\n\n<p>[in the photos I found online]<\/p>\n\n<p class=\"wp-block-paragraph\">,\u201d Gluck says. \u201cIn that the mature woman in the photo, the woman over forty, would be either shown in the background of the group or would be shown positioned next to her teenage daughter\u2014suddenly second or third fiddle to everybody else.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead of sidelining women over forty, make them the focus of your images.\n<figure class=\"wp-block-image size-large\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/vip-go.shutterstock.com\/blog\/wp-content\/uploads\/sites\/5\/2021\/07\/Mature-Female-Friends-1.jpg\" alt=\"Mature Female Friends\"\/><\/figure>\n<figcaption><em>Drinking tea while gazing languidly through a rain-spattered window? Just no. Image via\u00a0<a href=\"https:\/\/www.shutterstock.com\/image-photo\/mature-female-friends-enjoying-drinks-backyard-583329661\" target=\"_blank\" rel=\"noopener\" aria-label=\"monkey business images, see on shutterstock\">Monkey Business Images<\/a>.<\/em><\/figcaption><\/figure><\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">2. Capture Quiet Confidence<\/h3>\n<p class=\"wp-block-paragraph\">\u201cThis is a no-baloney woman,\u201d Gluck says. \u201cThis is not somebody who\u2019s amazed by things she\u2019s never seen before . . . You\u2019re not constantly trying to vamp for the camera\u2014except for when you are. And, hello, women over forty absolutely do that. But, I do think that the thing to remember is this is a person who has lived longer, seen a little more, is a little more confident in what she knows.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Try to capture that.\n<figure class=\"wp-block-image size-large\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/vip-go.shutterstock.com\/blog\/wp-content\/uploads\/sites\/5\/2021\/07\/New-Year-Selfie-1.jpg\" alt=\"New Year Selfie\"\/><\/figure>\n<figcaption><em>Selfies don\u2019t just belong to the kids. Image via\u00a0<a href=\"https:\/\/www.shutterstock.com\/image-photo\/new-year-selfie-two-senior-stylish-1845316564\" target=\"_blank\" rel=\"noopener\" aria-label=\"olena yakobchuk, see on shutter stock\">Olena Yakobchuk<\/a>.<\/em><\/figcaption><\/figure><\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">3. Ditch the Stereotypes<\/h3>\n<p class=\"wp-block-paragraph\">Women over forty do more than drink hot tea together. \u201cWhat I encourage people to do when they\u2019re trying to capture what female friendships look like over forty\u2014or what women in general look like over forty\u2014is maybe consider the activity they\u2019re doing before you even consider what age they are,\u201d Gluck says. \u201c<\/p>\n\n\n\n\n<p>[That way]<\/p>\n\n<p class=\"wp-block-paragraph\">, you haven\u2019t already stuck them in a box, like, \u2018This is a tea-drinker in yoga pants on her way to water aerobics.&#8217;\u201d<\/p>\n\n\n\n\n<figure class=\"wp-block-image size-large\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/vip-go.shutterstock.com\/blog\/wp-content\/uploads\/sites\/5\/2021\/07\/Mature-Friends-Shopping-1.jpg\" alt=\"Mature Friends Shopping \"\/><\/figure>\n<figcaption><em>Water aerobics? Please. Image via&nbsp;<a href=\"https:\/\/www.shutterstock.com\/image-photo\/two-mature-female-friends-enjoying-shopping-1038719128\" target=\"_blank\" rel=\"noopener\" aria-label=\"monkey business images, shutter stock\">Monkey Business Images<\/a>.<\/em><\/figcaption><\/figure>\n<p class=\"wp-block-paragraph\">\u201cMature female friends\u201d go hiking, dancing, dining, shopping. They can even be found hanging out on a stoop.<\/p>\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n<p class=\"wp-block-paragraph\">Stay away from the clich\u00e9 and those old worn-out tropes:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li><a href=\"https:\/\/www.shutterstock.com\/blog\/how-we-show-it-single-parenting\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"how we show it, single parenting, read on shutter stock\">How We Show It: Single Parenting<\/a><\/li>\n \t<li><a href=\"https:\/\/www.shutterstock.com\/blog\/lgbtq-wedding-photographers\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"LGBTQ plus, photographers redefining wedding ceremonies, see on shutter stock\">LGBTQ+ Photographers Redefining Wedding Ceremonies<\/a><\/li>\n \t<li><a href=\"https:\/\/www.shutterstock.com\/blog\/what-makes-photo-not-boring\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"community conversations, what makes a photo not boring, see on shutter stock\">Community Conversations: What Makes a Photo Not Boring?<\/a><\/li>\n \t<li><a href=\"https:\/\/www.shutterstock.com\/blog\/it-gets-better-collaboration-lgbtq-representation\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"it gets better collaboration, the importance of LGBTQ plus, see on shutterstock\">It Gets Better Collaboration: The Importance of LGBTQ+ Representation<\/a><\/li>\n \t<li><a href=\"https:\/\/www.shutterstock.com\/blog\/photographing-musicians\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"photographing musicians, staying away from cliche shots, read on shutter stock\">Photographing Musicians: Staying Away from Clich&eacute; Shots<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>If you&rsquo;re marketing to women over 40, take the time to understand what that looks like. Here&rsquo;s some advice to get you started. Welcome to Shutterstoop, a video series in [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":1749,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Watch: Tips for Showing \u201cMature Female Friendships\u201d | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/watch-tips-for-showing-mature-female-friendships\/1748\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Watch: Tips for Showing \u201cMature Female Friendships\u201d\" \/>\n<meta property=\"og:description\" content=\"If you&rsquo;re marketing to women over 40, take the time to understand what that looks like. 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