Depends.
When I was 40, it didn't really register with me, I wasn't in a good place, didn't think to let people know etc. Unsurprisingly, no-one saw it as a big deal, and I'd have been mortified if they had.
Whereas at 50, I spent the whole year celebrating, never stopped telling people about my various parties, all year through. No card? Bollocks, not invited to the parties!
Have you been explicit in what you want though? Oh, it's so tempting to say 'they should have cared enough to plan' - but people. Always busy, always meaning to
And remember, this is your excuse for every birthday til the end of time - 'oh, I forgot your wedding anniversary? Wow, you must have been somewhere near as hurt as when you forgot my 40th!'
But if you never said it meant anything to you? Well, a person is only ever responsible for themself, not anyone else.