midult

35 to 55 year olds, male or female, demographic name coined by developers of new online platform themidult.com targeting successful digitally literate Generation Xers who are bored by Agas obsessed with Instagram and boast a large disposable income.

A midult essentially describes a Generation X female, born between 1960 and 1980 and in its mission statement, The Midult says it represents a new definition for a new generation. They wanted to take a fresh look at the power and potential of women who are funny, digitally literate, and extremely anxious with road rage!