STRATEGIC ADVISORY. REAL REVENUE.
The
ECONOMICS OF MIDLIFE™
A $600bn+ opportunity to serve the world's most powerful, yet underserved and overlooked audience - BY TURNING THEM INTO LOYAL, HIGH-VALUE CUSTOMERS with dignity, relevance, and real ROI. We help brands grow by leading the next big category shift, serving midlife women with intelligence.
CLIENTS i've worked with
Commercial Opportunity is growing
$600BN
1BN
45-60
We work with founders, CMOs, brand teams and service-led businesses who want to do things differently - and better - when it comes to serving people in their 40s and 50s. Midlife women (and men) are navigating some of the biggest shifts of their lives, hormonally, emotionally, and socially. They’re questioning careers, caring for others, rethinking health, money, identity and purpose.
They’re also the most powerful and underserved commercial audience on the planet.
And most brands still speak to them like it’s 1996.
This is The Economics of Midlife™ and it’s your next commercial growth engine.
This is the moment where early movers will win. Like the first wave of vegan, wellness or sustainable brands.
60%
Fastest-Growing Workforce Age, with Rising Spending Power
Women currently in Peri/Menopause Globally
Women in midlife influence 60%+ of Household purchasing decisions
RELEVANCE DRIVES REVENUE
SERVE. SCALE. SUCCEED.
THERE MUST BE
A BETTER WAY
- A Founder who is ready to scale and turn your brand's potential into lasting market power.
- A Head of Product or Brand in a number of sectors including though not limited to: luxury; wellness; beauty; food and drink; hospitality; health tech; travel; fitness; retail; financial services and technology - looking to design offers and experiences that win midlife customers
- A CEO / CMO who sees midlife as the next growth engine & wants a strategy that delivers revenue, not just reach.
- An Investor or Board Member seeking a first-mover advantage in a $600bn category hiding in plain sight.
STRATEGIC ADVISORY
Decisions that grow revenue, sharpen competitive edge, and win first-mover advantage.
We guide your executive teams unlock growth, loyalty, and cultural relevance in the $600bn midlife market. From market entry to category positioning, we advise leaders on how to win in this space.
01
OUR SERVICES
PRODUCT-MARKET FIT SPRINTS
Kill dead ideas fast, double down on winners, and hit revenue lift-off sooner.
We lead fast, insight-led sprints to validate demand, refine messaging, and ensure your offers resonate with midlife customers. We test, refine, and stress-proof offers before you invest millions to scale. This reduces risk and ensures products, services and campaigns land first time.
02
New Product & Category Design
Breakthrough products and services that command premium pricing and customer devotion.
We help brands spot white space, innovate offers, and build category-defining products and services for midlife customers. In the same way “vegan, wellness and sustainable ” brands went from niche to mainstream.
03
the brand strategy lab
Creating brand that cuts through, wins loyalty, and turns marketing into measurable revenue growth.
We help you sharpen your brand positioning and marketing strategy to capture the explosive midlife growth opportunity, by stress-test messaging, refine positioning, and designing go-to-market playbooks that align with what your midlife consumers truly value.
04
WHO WE ARE
I have 25 years advising Fortune 500s, FTSE 100s, scale-ups, and purpose-led global brands on how to grow commercially - redesigning strategy, brand, culture, operating models, and narratives that move markets.
Now, I bring that same commercial firepower to brands ready to own the $600bn midlife opportunity to building category leadership, $£ revenue growth, market advantage and cultural relevance in one move.
MEET THE
EXPERTS
CHANGING THE STORY of midlife for women and the brands that serve them.
DIMPLE STHANKIYA
CEo & FOUNDER, VOYAGE & SOAP
A handpicked team of strategists, brand experts, innovation leads, behavioural scientists, change-makers and transformation leaders. People who spot opportunities early, design for growth, and make it happen.
We advise brands across health & beauty, consumer, luxury, wellness, digital health tech, travel, financial services and technology, delivering strategies that go from insight to market impact, fast. Together, we turn customer insights into commercial advantage. We're the team that turns midlife into market share.
MEET OUR team
ABOUT ME
TIRED OF BEING IGNORED OR PATRONISED
Most companies are missing the mark. They're still serving them with anti-ageing ads, reductive campaigns, or not at all.
03
HUNGRY FOR PRODUCTS, SERVICES & MESSAGES THAT MEET THEM WHERE THEY ARE
They control more than $600bn+ in spending and they're deeply loyal to the brands that understand them.
02
"Finally a brand that understands me and values me as a customer"
SPENDING MORE THAN EVER BEFORE - $600BN+
This isn’t niche. It’s a $600bn+ opportunity. Most brands are leaving money on the table.
01
YOUR AUDIENCE IS:
very few brands have cracked this, so early movers can own the category
And brands that get this right just now will earn trust, loyalty and serious commercial return for at least the next decade
05
CEO/CMOs, founders & investors are all looking for growth beyond saturated Gen Z and millennial segments
You're selling growth, profitability, lifetime value, market share, and cultural leadership.
04
Isn’t This Marketing?
Brand is the system that sets price, drives repeat, and lowers CAC. We redesign offer + experience + story to move revenue, not just campaigns
We Tried Peri/Menopause Comms. It Didn’t Move The Dial.
Token comms don’t shift revenue. Segment clarity, offer fit, and loyalty mechanics do. We start there.
Our Customers Aren’t Asking For This.
Disruption rarely starts with a request form. The $600bn midlife market is buying, just not from you yet.
🧡
The $600bn+ midlife market is moving fast. If you’re not building for it now, you’re leaving revenue, loyalty, and category leadership on the table.
We Don’t Have The Budget.
You don’t have the budget not to. Serving this segment increases LTV, repeat purchase & price premium. It pays for itself.
We Don’t Want To Alienate Our Younger Customers.
Midlife relevance doesn’t exclude; it elevates your brand for all ages. Apple, Nike, and Lululemon do this brilliantly.
This Will Take Years To Pay Off.
Our sprint-led approach identifies immediate wins in 90 days and builds the foundation for long-term category leadership.
Ready to lead the next big growth category?
The first-mover advantage is here for the taking, but it won’t be here forever.
The midlife consumer economy is worth $600bn+ and growing fast. Yet most brands overlook it, relying on outdated assumptions or token campaigns. That means the field is wide open for bold leaders ready to capture loyalty, repeat spend, and long-term brand relevance.
- Spot untapped revenue in the midlife market.
- Validate fast with sprints that cut risk and save millions.
- Design breakthrough offers that win white space.
- Build brand strategies that turn relevance into revenue.
You don’t need more reports or generic advice. You need a partner who’s scaled consulting practices, built category-defining strategies, and knows how to turn cultural shifts into commercial advantage.
Book a confidential strategy call today and let’s explore how your brand can own the midlife growth opportunity before your competitors do.
CLIENTS i've worked with
our team also includes AI EXPERTS, STRATEGY & TRANSFORMATION LEADERS, & CULTURE SPECIALISTS
At Voyage & Soap, we also partner with executives, founders, and transformation leaders to:
FIND OUT MORE
- Cut through AI hype and focus on practical, revenue-driving use cases.
- Solve expensive transformation problems before they derail growth.
- Redesign businesses for efficiency, resilience, and long-term advantage.
JOIN THE REVOLUTION
ARE YOU READY TO LEAD THE NEXT BIG GROWTH CATEGORY?
ECONOMICS OF MIDLIFE™
find out more about our AI & Transformation CONSULTING SERVICES
Fractional Leadership for M&A, Brand & Culture that delivers
