“[We’re] evolving the creators that we’re partnering with to make sure that our consumer sees themselves reflected in the creators that we choose to work with,” O’Brien said.

As these brands look to expand their footprint with shoppers from older generations, they’re partnering with influencers and content creators from those same generations. Notably, these generations are shifting their consumption habits, spending time watching their favorite influencers on TikTok and Instagram. At the same time, the so-called... See more

It’s not just brands that recognize the trend. Agencies see it, too. Edelman last year built out the Longevity Lab, a group of 55 and up influencers across entertainment and fashion verticals to act as ambassadors to brands, according to Jackie Cooper, senior advisor and chief brand officer at Edelman. Edelman helped launch Dove’s Beauty Never Gets... See more

When you think of influencer marketing, you typically picture brands working with a younger creator to target Gen Z (ages 13-28) or Gen Alpha (up to 12 years old). That’s not always the case. As the influencer marketing space and creator economy continues to grow, so-called silver influencers, or creators from Gen X (45-60 years old) and boomer... See more