New research from Avon has found that women in the UK over the age of 40 are finding a new sense of confidence and content with ageing and are less fearful about growing older.

The new report titled ‘The Power in Ageing’ published by Avon highlights the findings of a global study of women across seven countries and three continents, discovering what it really means to age in 2022.

Three in five (59%) women in the UK said that they feel their confidence is improving as they age, with over half (51%) agree that ageing is not something to fear.

These shifts in attitude and opinion are linked to the pandemic, with 66% agreeing that the pandemic has made them realise that life is fragile and that getting older is something to appreciate.

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