“As soon as women show any visible signs of ageing, they are viewed as not only less attractive, but less competent,” says 72-year-old Bonnie Marcus.

The founder of Bonnie Marcus Leadership in Santa Barbara, California, she coaches women on how to advance their careers and hosts the podcast Badass Women at Any Age. She argues that as women get older, they face the double whammy of sexism and ageism.

Tricia Cusden is the founder of Look Fabulous Forever, a make-up range for older women. “I’m 72 and I’m working as hard as I’ve ever worked,” she says. “In fact, my age is the biggest benefit. It’s my biggest asset,” she adds emphatically.

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