HONEY CHILE

“Turns out, some of the best things show up later than you expect.”

In our latest Honey Said Yes, we talk with pioneering media executive Amy DuBois Barnett () about breaking barriers in publishing to writing her first novel and seeing it move toward TV.

Drop YESHONEY in the comments for the link to the full interview and get inspired to say yes to your next chapter.

If you haven’t yet, join YES, HONEY, our space where Black women 40+ live big, beautiful, bold lives.

So… we’ve been known this.

But, brands keep chasing “new audiences” while ignoring one of the biggest growth opportunities hiding in plain sight:

According to this article in Media Post, women 50+ are projected to control $15T+ in spending power within the next five years, nearly two-thirds of investable wealth in the U.S.

They already:

- drive about 1/3 of consumer spending
- influence 95% of household purchases
- account for 80% of luxury travel decisions

And yet only 3–4% of advertising dollars target them directly.

That’s not a “representation issue.”

That’s a growth + relevance issue.

Midlife women aren’t “past their prime.”

The Honeys in our community are vibrant and just getting started. They’re entering their most discerning, powerful, self-defined era — and many are also managing what the article calls a modern “third shift”: work + family + caregiving/health + financial planning.

So here’s what brands often miss:

Underserved audiences don’t respond to token targeting.

They respond to story.

Not just who appears in the commercial, but who the brand believes the customer is:

What she wants.

What she’s carrying.

What she’s building now.

The brands that win in the next decade won’t be the loudest.

They’ll be the most specific.

The ones who build insight-led campaigns that speak to overlooked customers with dignity, humor, and truth.

This is exactly the work we do at HONEY CHILE + the HONEY Agency — turning cultural insight into narrative-led campaigns, partnerships, and content ecosystems that make audiences feel seen and move product.

If you’re thinking about your next growth unlock, don’t just ask:

“Who are we targeting?”

Ask:

“Who are we ignoring?”

(If you want to build a strategy to reach women of a certain age or other underserved audiences authentically, let’s talk.)