This March, to mark another International Women’s Day, I’m turning 40. How do I feel about entering society’s “dreaded middle” in a week where the focus is squarely on us? Questions ensue: At what age do we reach peak happiness? How old is Jacinda Ardern? Why are my ears itchy?
But maybe we’ve been looking at it all wrong; maybe 40 is the key to a secret suspended space, where the men are hoarding all the office kitchen forks.
For as long as I can remember, I’ve viewed my youth as a disadvantage. In my 20s, I reluctantly joined my girl group on late Friday nights at our local R&B nightclub, sat through shallow conversations with men, and endured casual ageism back at work on Monday. In my 30s, as a marketing agency head, being perceived as young felt like a hindrance because of what that entails for women in this country. That the title “entrepreneur” is inextricably preceded by “young”. Microaggressions like “my parents must be proud,” as if I’ve been given a merit award at assembly. Being told, “I don’t look that senior.” People at networking events gossiping about my boss to me, as the boss.
While difficult to qualify – as is the story with most unconscious bias – my hunch is that I’ve missed out on opportunities because of being thought of as inexperienced or without a considered point of view. Ultimately, in marketing and life, perception and timing are everything.
However, I’ve felt this insecurity ease as I’ve edged towards 40. My aching body is finally catching up to who I’ve always been on the inside, and onlookers are catching on. I ask for what I want without overthinking it – something I’d struggle with as a former people-pleaser. I’ve progressed from browsing blue light-blocking glasses at Bailey Nelson to a biennial prescription for my astigmatism at Specsavers. I order oatmilk lattes that burn my tongue. I no longer recognise the artists in Triple J’s Hottest 100. Amyl and the Sniffers?
Ageing in this decade has felt like steady momentum building, recruiting more mental instruments (and neck spasms), moving towards a crescendo.
But now, on the eve of my 40s, as I stare into the mirror and pluck greys from my part, a new fear has emerged: what if my youth is what I’ve been unconsciously trading on this whole time? What if it’s the very thing that compels people to root for my success, certifies me as a digital expert, and separates me from my competition?
My fear is not unfounded. An article published by iab Australia reports that my industry is heavily skewed towards a younger demographic. Now, less than one-fifth of the Australian media industry is aged 40 or over. And the average media agency person is 32, according to the latest census by the Media Federation of Australia.
Many industry leaders seem to agree there’s an unspoken belief that people over 40 are less likely to be up-to-date with technology, or in tune with pop culture and consumer trends. Growing older in an industry that celebrates youth and a society that “disappears” ageing women is genuinely concerning. Where I once stood out for my youth, for better or for worse, I now blend into the middle. I never consented to conformity, but here I am, slipping through security screenings at the airport while the blokes are distracted by shiny objects elsewhere.
Which begs the question: when is the best age to be a woman navigating leadership in 2026?
In comforting news to me, educated female leaders in their 40s are trending. According to a recent article, the heads of our country’s top 50 companies are getting younger, the chances of them being female are rising, they’re more likely to have studied a business-related degree, and there’s a 50 per cent chance that they were born overseas. Today, the average age of a CEO in Australia is 47, younger than at any other time. As AI emboldens younger generations to act upon their business idea, that age is sure to be reduced.
Does that mean that being an elder Millennial is a fleeting moment in time where we’re still young enough to understand TikTok and the Zoomers’ fluid fashion, but suddenly mature enough to be invited on to a board? Is it a sweet spot, if one were to exist, where youth, ambition, and experience collide to create the perfect conditions for success?
Ask me in a few more weeks.
Laura Prael is a content marketer, speaker, and Director of agency LEP Digital.
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Laura Prael is a content marketer, speaker, and director of agency LEP Digital.
