The introduction of Alter-active was highly driven by the research gathered in my dissertation surrounding the unfair representation of women in the 50+ demographic particularly in advertising. The research further highlighted an ongoing stereotyping and discrimination against older women with brands not taking into account this groups desire to look good in many of their marketing campaigns.

To this end, Alter-Active aimed to represent the 50+ demographic by offering premium active-wear, which aims to collectively empower, embrace and encourage this group of older women without any negative connotations about age. The concept aimed to embrace the 55+ demographic and highlights a lack of product availability and how many fashion brands in general predominantly fail to market and appeal to this group.