Meet the three women who are determined to change how Australians view women over 45
Three Australian women, Alexis Matthews-Frederick, Caroline Woodman and Annie Millar, representing three different decades (40s, 50s and 60s), are on a mission to transform how Australia views ageing. As the visionary founders behind Women in Bloom (WIB), a groundbreaking platform dedicated to celebrating and supporting women, especially those over 45, this trio are empowering women to become vital contributors to communities.
The key to this, according to WIB, is advocating for changes in businesses and communities to recognise and value ageing women, in order to empower future generations of female leadership. Ageism is very prominent in Australia, with media, brands and industries often pitting Boomers against Millennials and Gen Z, resulting in unnecessary generational divides. WIB envisions a different path—one where women across generations empower and uplift each other through mutual growth and understanding as they navigate the joys and challenges of life.
By inviting businesses, brands, and community groups to collaborate and engage with women, especially those 45+, WIB is working to break down barriers of ageism in Australia. Their goal is to create a societal shift that values women of all ages as vital contributors to communities, fostering a more inclusive cultural mindset across industries and generations.
The number of people aged 65 and over is projected to increase dramatically in the next 20 years. While this unprecedented change indicates Australians are living longer than ever, it does not inherently improve our quality of life. According to a recent survey, many Australians feel invisible after the age of 50. Despite being the wealthiest, healthiest and most active generation ever, their interests are not well represented by brands or in the media.
WIB aims to change this, transforming how we view ageing, ensuring that older women are seen, heard and valued so they can live more fulfilling lives. Annie Millar, one of WIB’s founders stated, “While many women today are doing well, others are struggling and need support. The concept of WIB was born out of the need for women, especially those over 45, to be recognised and encouraged to feel fabulous inside and out.”
“We encourage women to age courageously, paving the way for younger women to see ageing as a positive and powerful journey.”
Women in Bloom invites experts, businesses, brands and community groups to join their mission to create a society that truly values and celebrates women in every season of life.
