And here’s why:

No one was speaking to women over 45 like us – not the media, the advertisers or marketing. Our audience as a podcast grew organically as we touched a nerve with so many women who hadn’t always had someone talking directly to them. We were honest, hilarious and matter of fact about getting older and the obstacles it brings up.

As mid life women ourselves, we don’t have it all together and we know we’re definitely not alone. But we are relevant. According to data from the US Government Consumer Expenditure Survey and Neilsen, women over the age of 50 compromise the largest demographic of incomes over $100,000 and control 95 per cent of household purchasing decisions. We are, according to business publication Forbes, the “ultimate super consumer”. Moreover, the female economy is worth $28 trillion worldwide. The biggest slice of this market is women over the age of 50. Some 2.4 million older women in Australia are being ignored and misunderstood by brands, according to the Defiant woman study by Bauer Media.

Oh yes, and to make it even more confusing, we’re also told we should want to “have it all”. Podcasts and books and websites tell us we should be achieving, succeeding and juggling multiple balls.

What if – just playing devil’s avocado – you haven’t got it all together and you’re not the “50 and fabulous” we’re fed, but you don’t want to disappear into a wardrobe of white slacks and sensible shoes either?  It’s OK.

In fact, it’s more than OK. You’re fabulous.

You see, ageing is changing. Forget the twinsets – give us leather trousers and sequinned trainers. We say no to feeling ignored and yes to being heard – embracing new horizons and the next chapter, in our own way, and in our own time.

The podcast was a reflection of us – smart, witty and packed with personality. Not afraid to have fun or laugh at ourselves. We’re pro-women, but anti-worthiness. We don’t need empowering – we already have the power. We are funny, relatable and not at all worthy. We speak our readers’ language and in their ears we sounded like friends they could have a wine with. And a whine with.

We spoke to women like us - around 50, still wanting to live a really good life and have fun without feeling guilty for not working ourselves into the ground. We didn’t want to slow down, settle or disappear… and while the world might suggest you’re invisible if you’re not a “superwoman”, we didn’t care what anyone thought. We were having a party over here  - and it was a whole heap of fun. We took a hiatus from making the podcast in 2022 with plans to reinvigorate it at some point but … hey, if you want to discuss sponsorship or content ideas so that we keep it going once again, email us on weareplayingdevilsavocado@gmail.com or give us a heads-up at heyladiescontent@gmail.com