An IPC survey found Generation Y-Not women are four times happier than those aged under 40 and significantly, 98% of the group are responsible for the household buying decisions.
The survey questioned an online community of more than 60 women aged between 40- to 60-years-old and is supported by quantitative research gathered by the IPC Insights Origin Panel – a nationally representative sample of 7,500 women.
IPC found that as a market, women of this age are adapting to new trends quicker than any other group.
At an event for more than 160 marketing and media executives this morning, Sylvia Auton, chief executive of IPC Media, said: "As CEO of IPC, over the years I've seen the emergence of some truly fascinating markets, such as the young men's market in the nineties and the rise of celebrity culture and digital revolution in the noughties.
"Now I'm seeing a new opportunity in Generation Y-Not – grown-up women aged between 40- to 60-years-old.
"We at IPC are committing to this audience for the long term and therefore we have launched this recent study, which aims to track these women’s lives and shed light onto what is important to them."
IPC will drive their Generation Y-Not agenda by offering brands and agencies a number of partnership opportunities, including a variety of bespoke research studies and access to editorial expertise through editorial think tanks.
Later in the session at Claridge's Hotel in central London, Linda Swidenbank, publishing director of Woman & Home, spoke alongside Debbie Bowman, group advertising director of IPC Media.
Swidenbank said: "In recent times we've heard much about the experiences of Generation Y, who are in their late 20s to early 30s, and we've heard even more about Generation X, who are in their 30s to very early 40s but Generation Y-Not is the most exciting generation of all."
The Generation Y-Not initiative will also be promoted to consumers through editorial content that will run across IPC Southbank and IPC connect brands, in particular Woman & Home, Woman, Woman's Own, Essentials and Good to Know.
Roger Cummings, publishing director of Woman, said: "We put the consumer at the heart of our business and our research confirms that 40-plus women are some of the most valuable consumers to emerge for decades.
"The insights we revealed today and the next wave of research will challenge how the industry views this group and provide a better understanding of how to unlock her potential."