Helen James, CEO of The Gate London, highlights a cultural shift in the representation of older women, noting how film, television and fashion are increasingly celebrating women over 40, with examples Demi Moore's Golden Globe win for a film about ageism and Vogue's May cover featuring Meryl Streep and Anna Wintour.

James argues that true recognition, rather than token representation, remains rare in advertising, adding: "The women who fought their way into creative departments over the past three decades largely left, and the industry did not fight to keep them."