We can have plastic surgery or...wear our wrinkles like a badge of honor. We can be fat or skinny. We can wear pants or we can wear dresses. We can live alone, with our children, in continuing care communities--or we can join communes. We can be married or single. And, yes, we can change the world. It’s our time, girls, babes, ladies, women, dames, females (whatever YOU like to be called).

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Women over 40 comprise the fastest growing market segment in this country. Because women tend to outlive their male counterparts, we make up the lion's share of the baby boomer population. As primary caregivers for our parents, we have great influence over their spending and healthcare decisions -- and oftentimes over choices our children and grandchildren make as well.

 

We are where the rubber meets the road and we are a force to be reckoned with. Collectively, we have the power to make (or break) a brand, trend or idea -- or to make the world a better place. Our favorite slogan is:

 

If you didn't know it, now you know.

Women over 40 rule the world.

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