Defiant, a new study by Bauer Media, has found that women over 50 feel invisible, both ignored by advertisers and increasingly by employers. And yet this generation of women are spending 47% of all consumer spend and are deeply connected to modern culture through their children that they had much later than the generation before them. Nicole McInnes, a near 50 marketer talks to Mick about the phenomenon and what can be done to harness the wisdom, digital ambidexterity, and spending power of this new defiant generation of women. Watch some of the testimonials from the study here and hear more on the Mi3 Podcast on Podcast One released on August 30.