Midlife Has Been “Gray Washed” from Media

Last year, BetterMe Health Coaching created a “walking program” for women over 45, and midlife women absolutely burst into flames.

In the ad, women over 45 were depicted as frail old biddies that could only walk for 15 minutes a day and would be required to re-evalutate our strength and endurance each day to see whether we could even feasibly continue to exert ourselves in such an overwhelming manner.

Not only was the exercise program insulting in and of itself, but the images that went along with the campaign showed women over 45 in frumpy outfits, carrying canes and cats, and wearing nothing more interesting than reading glasses and cardigan sweaters. See below and come back when you stop laughing.