I was trying to explain to a non-pilot why increased power is required with
altitude. She said "isn't the air thinner up there so there isn't as much
resistance?" I said "yes, but the plane needs to fly fast enough for the air
over the wings to feel like it does down low. So the speed required goes up
you get higher. More speed need more power."

This didn't really do the trick.

Can someone think of a better way of putting it without resorting to
mathematics and an explanation of IAS and TAS?

TIA