Christina Vuleta is researcher, trend analyst and curator of 40-something wisdom. A formerly uncertain 20-something who made decisions that seemed anything but, she now, like many other 40 something women, has come into her own. At 40 her inner certainty caught up with the outer to create a new level of power. She aims to pass on this perspective to 20-somethings to give them a little more confidence making decisions in times of uncertainty.
Most recently a director at The Futures Company, a strategic marketing and trend consultancy, she has made a career out of understanding insights that drive women’s aspirations and life decisions. She started her career Saatchi & Saatchi Advertising and went on to enjoy successful stints at Faith Popcorn’s Brain Reserve, Kirshenbaum Bond Senacal and Partners as well as doing some consulting for companies such as Alpha Mom.com.
Over the years she’s conducted research with thousands of women to learn what’s important to moms, what makes young girls feel confident (or not), what makes women feel beautiful, what is the meaning of work to millennials and the dynamics of modern families in addition to analyzing societal trends to understand how people’s lives are changing. It is the tension between trends that are happening at a societal level and what is happening in women’s day-to-day lives that underlie her passion for this project.
Trends point in the direction that women have more choices and freedom’s today – to marry or stay single, to have children alone, in wedlock or not at all, to work or stay at home — to name a few. Yet women still feel judged by others (Why aren’t you married? When are you having children? You don’t work?). And at the same time they put enormous pressure on themselves to find their own passion and maintain independence. That’s a lot of tension. Now that women have more choices it’s harder than ever to choose what is “right” and find “happiness”.
Women in their 40’s today are part of the first wave of women to grow up with more choices. We have seen the consequences of delaying marriage, fore-going childbirth or following an unexpected career path in large numbers. And while we all have made different decisions, what we all have in common by the time we hit our 40s is the comfort of finally making decisions that are right for us. We feel stronger, sexier and smarter than ever. We may still have shit happen to us, but we now know “shit happens” and we have a whole vault of experiences and strength to get us through the “shit”. We can draw on this learning to help us make better decisions…or at least know what we are getting ourselves into. And that is a magical power.
It is that learning from experience that we hope to pass on as a oral history, a collective memoir – a vision of the other side so you can envision if the grass is greener or not. Many women have said, “Wow if 20 something women had that power, it would be kick-ass world for women. They would actually be as cocky as they act. So watch out world. Stop, listen and then decide for your self.