The 5 Mindset Blocks Keeping 40+ Women From Starting Their Content Creation Business (And Why I Almost Let Them Stop Me Too)

Alright, let's have a chat. You've been lurking in the UGC world thinking "that looks brilliant, but it's definitely not for someone like me," haven't you?

Yeah, I see you there. I was you six months ago.

I'd spend my evenings watching these gorgeous 22-year-olds effortlessly talking about face masks while I'm over here trying to remember if I brushed my teeth that morning. They're getting brand deals left and right, and I'm wondering if I missed some memo about how life works.

But here's the thing (and stick with me here because this gets good) I was completely wrong. And if you're thinking the same things I was, so are you.

Let Me Tell You About My Mindset Meltdown

"I'm Too Old for This" (AKA The Classic)

Right, so this was my personal favourite bit of self-sabotage. Every UGC creator I followed could literally be my child, and here I am, 40-year-old mum of 4, thinking brands want to hear from someone whose idea of a night out is a Tesco run without the kids.

Plot twist: Brands are absolutely drowning in applications from people who think avocado toast is a personality trait. They're actually desperate for someone who can talk to real adults with real money.

Turns out, being old enough to remember dial-up internet is actually a selling point. Who knew?

"All the Good Opportunities Are Gone" (AKA The Scarcity Mindset)

I genuinely thought I'd rocked up to the party after everyone had already eaten the good snacks.

Reality check: New brands pop up literally every day. And most of them need people who aren't still figuring out what a mortgage is. The opportunities aren't disappearing, I just wasn't looking in the right places.

"I Don't Know How to Be Cool" (AKA The Personality Crisis)

I actually convinced myself I needed to start saying things like "slay queen" and "it's giving..." (I still don't know what things are giving, honestly).

What actually happened: The moment I stopped trying to be someone else and just talked like, well, me, everything clicked. Turns out, authenticity beats trying to be trendy when you clearly have no idea what's trendy.

"I've Already Failed at Everything Online" (AKA The Track Record)

Oh, this one hurt. Amazon FBA? Disaster. Etsy shop? Let's not go there... MRR products? Don't even get me started on that mess.

I was basically the online business equivalent of someone who can't keep a plant alive, and here I was considering another venture.

The difference: UGC isn't about building some complicated system or competing with millions of people selling the same stuff. It's literally just being yourself on camera. Revolutionary, I know.

"Brands Won't Pay Me Properly" (AKA The Undervaluing Special)

I figured that even if (big if) I managed to get any opportunities, they'd be like "here's a free lip balm, please make 47 videos about it."

Well, this is awkward: My first UGC deal was £740. Two weeks in. With a proper brand you've definitely heard of. No massive following, no experience, just the audacity to actually apply.

The Day I Stopped Being Ridiculous

Picture this: I'm scrolling through TikTok (again), watching another "get ready with me for my brand event" video from someone who's probably never had to explain what a floppy disk is.

And I'm sitting there in my pyjamas at 2pm (don't judge, it was a Wednesday), feeling sorry for myself and thinking "must be nice to be young and relevant."

Then my brain finally kicked in and said, "Hang on, what if you're being an idiot about this?"

What if there were brands out there specifically wanting someone who's actually lived a bit? What if my crow's feet were a feature, not a bug? What if I stopped making excuses and just... gave it a go?

So I did. Because apparently, I'm better at talking myself into things than out of them.

Why Being 40+ Is Actually Brilliant (No, Really)

People actually believe you. When I recommend a face cream, nobody thinks I'm doing it for the aesthetic. They know I've properly tested it because my face depends on it.

You have actual money. Brands know that we're the ones making the shopping decisions. We're not asking our parents for pocket money to buy their products.

You're not performing a lifestyle. You're just living your actual life, which is infinitely more interesting than pretending your biggest problem is choosing between two identical Stanley cups.

There are really not that many of us. While thousands of Gen Z creators are fighting over the same collaborations, you're in a much smaller, much more valuable pool.

The Bit Where I Stop Rambling and Give You Actual Advice

Look, I know this feels scary. I know you're worried about looking like a proper numpty or failing spectacularly again. Trust me, I've been there.

But what if, and hear me out, what if the thing you think is your biggest weakness is actually your superpower?

You don't need to become some Instagram-perfect version of yourself. You don't need to learn rocket science. You just need to start.

Fancy stopping the mental gymnastics and actually doing something about it?

If you're sitting there thinking "this sounds great but I have absolutely no idea where to start," I've got you sorted.

I created The 40+ UGC Starter Workshop specifically for women like us who are done making excuses and ready to make some money.

It's everything I wish someone had told me before I spent months convincing myself I was too old, too late, and too whatever else my brain decided to throw at me that day.

Because honestly? The only thing worse than starting at 40 is being 50 and wishing you'd started at 40.

Right then, enough chat. Time to stop thinking about it and start doing something about it. Your future self will thank you. And probably buy you a very nice bottle of wine with your first UGC payment.