Unleashing the Power of Women 50 and Over: QVC Paves the Way for a New Era of Opportunity

“We are breaking boundaries and dismantling old stereotypes,” said Shawn Killinger, QVC Program Host, and fellow Q50 member.

By: Angela Redding | Los Angeles, CA | Hollywood Beat magazine | April 16, 2024
Photos: Courtesy of QVC

The Q50 is made up of a star-studded lineup including Christina Applegate, Patti LaBelle, Rita Wilson, Naomi Watts, Martha Stewart, Queen Latifah, and a host of other talented individuals. The Age of Possibility campaign will officially launch on April 24 with a Summit in Las Vegas.

QVC®, a global pioneer in interactive shopping, has unveiled its latest initiative to empower women aged 50 and above to embrace the future in a life phase often overlooked by major brands. By dubbing this period as the Age of Possibility, QVC’s fresh marketing approach seeks to showcase the 50+ age group as a dynamic phase filled with new possibilities, transformations, chances, and aspirations.

AOP-50-is-the-new-everything — ^{A group of QVC’s Quintessential 50, or Q50, a dynamically diverse collective of fifty inspiring women over 50. Pictured in back, from left to right: Jennie Garth, Mally Roncal, Kathie Lee Gifford, Sandra Lee. In front, from left to right, Shawn Killinger and Sherri Shepherd.}

Quintessential 50 (Q50) is a new series that QVC is releasing as part of the Age of Possibilities. Celebrities, hosts, activists, business owners, and more will highlight the options that are accessible to women at this stage of life. To help women in the Age of Possibility, QVC’s programming and merchandise will be influenced by the insightful opinions of the Q50 members.

The women that make up the Q50 are a vibrant group of women that include well-known entertainers like Jennie Garth, Rita Wilson, Sherri Shepherd, Sandra Lee, and Kathie Lee Gifford; public figures like Billie Jean King, Donna Kelce, and Tamsen Fadal; powerful leaders like Dr. Mary Claire Haver, Karen Knudsen, and Joy Bauer; and many more.

QVC’s New Platform

The startling disparity between women’s expectations and what the world truly provides for them beyond 50 served as the motivation for QVC’s new platform. This was supported by a study that the brand carried out in March 2024 with the help of the independent research firm YouGov.

According to a poll conducted among 3,713 participants, 62% of women between the ages of 50 and 70 believe that reaching 50 and beyond is seen by society as a period of decline. The most common fallacy that these women are eager to dispel is the idea that they are resistive to change and novel experiences.

“QVC has a longstanding relationship serving the 50+ customer, and we’re uniquely positioned to launch this dedicated effort that we hope will spur a cultural shift in attitude and behavior towards women over 50,” said Annette Dunleavy, Vice President Brand Marketing, QVC, and a member of the Q50. “The Age of Possibility platform represents an underestimated period of freedom, exploration and transformation to look forward to as women age, a prime time of a woman’s life where anything is possible and living in authenticity is unapologetic.”

Age of Possibility Inaugural Event

The inaugural event of the Age of Possibility will take place in Las Vegas on April 24 and bring together the Q50 for a small-group day of engaging dialogue, artistic stimulation, and revelations about cultural realities. Following the summit, several regional Age of Possibility activations will take place, with the company visiting several cities to interact with women and QVC viewers. In addition, QVC is launching a brand-new Facebook group called Over 50 & Fabulous!, where women over 50 can interact and exchange knowledge and interests.