GEN MORE+
Fifty Is Box Office Gold — And Marketing Has No Excuse Left
Hollywood has just confirmed what many marketers have been slow to fully act on:Age is no longer a proxy for relevance — or restraint. New research from AARP shows that audiences 50 and over are not only watching more movies and streaming content — they are shaping how stories about aging, ambition, romance, and relevance […]
The Ageless Advantage: Why Charisma Has No Expiration Date
What the return of the Most Interesting Man reveals about confidence, credibility, and why some brands age better than others. For a category under pressure—crowded shelves, shifting tastes, younger consumers drinking less—the instinct is often to chase novelty. New faces. New formats. New relevance cues. And yet, one of the most talked-about advertising moves this […]
GEN MORE+ Signals: How Multigenerational Marketing Is Becoming a Brand Advantage
From Martha Stewart for American Eagle to Gwyneth Paltrow and Apple Martin for Gap to Coach’s cross-age resurgence, brands are learning that the strongest growth comes from connecting generations—not dividing them. Marketers have spent the better part of a decade fixating on generational labels—Millennials, Gen Z, Gen Alpha. Yet the most resonant campaigns of 2025 […]
GEN MORE+: Signals in Nonprofit Marketing
What Today’s Innovative Campaigns Tell Us About the 50+ Audience… Nonprofits have always been early indicators of cultural change. With limited budgets and mission-driven mandates, they tend to innovate out of necessity, creativity, and a sense of community. Increasingly, these innovations reveal something striking about the demographic often overlooked in mainstream marketing: the 50+ population […]
Edelman’s “Power of 55” Rewrites the Rules of Age and Influence
GenMore+ Insight: Why marketers can’t afford outdated assumptions about the 50+ consumer This story first appeared in ANA magazine. Edelman’s Longevity Lab has launched The Power of 55, a cohort of creators aged 55 and older tasked with helping brands better understand, engage, and build long-term relationships with this economically dominant yet chronically underserved audience. […]
GEN MORE+ | The 50+ Opportunity Gap
Why Recognition Without Action Is Costing Marketers Billions (Yes, Billions) When The Internationalist published Openly Gray’s commentary on the overlooked revenue potential in the 50+ audience, the response was immediate. It resonated with marketers worldwide, who suddenly recognized how little strategic focus they’d given to this demographic — despite its extraordinary influence and spending power. […]
Great Jeans, Greater Influence: Katie Couric Shows Why Gen More Can’t Be Ignored
Katie Couric knows how to make preventive health care memorable. Two decades after her on-air colonoscopy turned the “Today” show into a teachable moment, she’s back — this time trading her hospital gown for “great jeans” in a cheeky parody of Sydney Sweeney’s American Eagle spot. Created with the Colorectal Cancer Alliance and Ryan Reynolds’ […]
The Trillion Dollar Blind Spot: Why Brands Are Ignoring Their 2025 Lifeline
By Lee Brody, Co-Founder and President at Openly Gray and Lee St. James, Co-Founder and ECD at Openly Gray Let’s be honest: Hitting your year-end 2025 goals is more of a pipe dream every day. The first half of 2025 has been unprecedented. Unstable global markets, pervasive downsizing, and shifting consumer sentiment have conspired against […]
Dave McCaughan, Expert on Age and International Culture, Explains What Brands Get Wrong about Older People…
Dave McCaughan is a storyteller, marketing expert, consultant, and public speaker passionate about understanding the interconnection between people and brands. He spent three decades with McCann throughout Asia, developing the Strategic Planning practice and working with a stellar roster of global clients. Ten years ago, he created a fascinating consultancy called BIBLIOSEXUAL for “marketing what […]
The Future of Media is Segmentation
A COMMENTARY BY MARCELO SALUP, CEO of PERFORMIST Who are these people? I started my career in the creative department. First in Madrid, then I moved to Miami, got work at DM&B as regional creative director. Then, one year, I just transitioned from “Regional Creative Director” to “Regional Media Director”. That year I made an […]