Closeup detailed portrait of an older woman

I love being part of the Baby Boomer generation of women who literally changed the world for future generations of women on so many levels. And one of my missions as a coach and thought leader is to beat the drum against the stigma of ageism against women in our society so that our daughters will feel passionate and vital about their lives at every age and know that with age comes so many gifts to be treasured.

And it starts with our generation showing them the way-defying the naysayers who would keep us playing small and invisible with the same passion that we did when we burned our bras and lobbied our government for equal rights.

It starts with each one of us and all we have to do is lead by example and embrace our one and only life. Let’s show them what we are made of. Let’s show ourselves what we are made of. Let’s stop asking for permission and start taking ownership of the world we create instead of allowing our society to define who we are.

Prominent women are speaking up and taking the initiative for change. Meryl Streep funds a screenwriting lab specifically for women over 40 so that women’s voices are heard in film. Not only is there still a large wage gap between what men earn and what women earn, there is currently such a disproportionate number of men screenwriters, that the interesting and rich voices of mature women in our society are becoming obsolete. And that simply can’t happen!

Think about it. Movies can change the way we look at things by showing us the protagonist’s struggles in a way that makes us think about life and people differently. Where are the movies that speak to the rich complexities through the eyes of an older woman’s life? Where are the movies that shine a light on the older woman as beautiful and bold and interesting and vital?

Helen Mirren who just turned 70 was outraged when Maggie Gyllenhaal was told, at 37 that she was too old to play the lover of a 55 year old man. Helen has been very vocal on this issue saying that “We all watched James Bond as he got more and more geriatric, and his girlfriends got younger and younger. It’s so annoying” (actually her language was far less mild……heeeheeee). How is an older James Bond more attractive and vital than an older Helen Mirren or Meryl Streep?

These iconic women are leading the way to wake us all up so that we can play our own role in changing this stigma by choosing to embrace our age, let our voices be heard as we shine our light.

And it doesn’t have to be on a Hollywood stage. We can do this by not letting our age define us. We can make choices in our lives that are empowering instead of complacent. We can decide to live our lives by design-our design, authentically, until our last breath.

Here are 3 Ways We Can Defy Ageism in Our Life:

1) Stop being invisible– It is up to you to put on your party dress and get back in to the light. That doesn’t mean that you have to be the center of attention. It simply means that you should feel great about yourself from the inside out. Be who you are-the best you that you can be and start making choices that support that. If you like Channel suits-wear them. If you prefer Bohemian style-wear that. Go gray or color your hair. Whatever makes you feel great from the inside-do it. Own it! Let your voice be heard and don’t be shy!

2) Start Owning Your Magnificence: Mary Oliver said it best when she asked : “Tell me, what is it you plan to do with your one wild and precious life? I don’t want to end up simply having visited this world. To pay attention, this is our endless and proper work.” Start exploring who you are from the inside out and then shine your magnificent light.

3) Share the Glory-It is time to really pay attention to supporting other women who are letting their authentic light shine at all ages. Tell older women they are beautiful. I tell my Mother she is beautiful all the time, because at 79 years old, I still see her as beautiful. Promote other women in your business. Give other women who are aligned with your mission a hand up. Share the glory with each other.

My vision is for a world where young women embrace growing older and there is a reverence for the wisdom, moxie and unbridled zest of women owning their magnificence at all ages.

Now that is what I am talkin’ about!

Cheers to Your Abundance and Sweet Success,

marianne cherico




P.S. I am working on a program for the fall that will be geared towards Baby Boomer Women who are tired of playing small and want to start owning their magnificence-inside and out! So stay tuned!!!


Mare-profMarianne Cherico helps Baby Boomer women create a life filled with joy, passion and purpose so that they can create a Smokin’ Hot Second Half. She is proud to be a member of this generation of women who changed the world for women, presenting future generations with limitless opportunities to thrive and grow into lives that are meaningful and authentic. It is Marianne’s sincerest pleasure to help these women find their purpose, work through limiting and self- sabotaging beliefs and step into their own brand of magnificence. You can get a taste of Marianne’s teaching by downloading her free report “How to Plan for a Smokin’ Hot Second Half” on her website here: