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GenMore+ Insight: Why marketers can’t afford outdated assumptions about the 50+ consumer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. Despite controlling more than half of global consumer spending and projected to spend $15 trillion annually by 2030, people over 55 receive less than 10% of marketing investment. That disconnect, Edelman argues, is no longer tenable.
Drawing inspiration from Edelman’s Gen Z Lab, the new 55+ cohort spans 12 markets and multiple categories—from wellness to finance to entertainment—and includes creators like Crazy Auntie Ann, Makrye Park, and Granny Guns, each vetted through Edelman’s AI-powered Trusted Creator Score for credibility, cultural resonance, and brand safety. The initiative aims to replace outdated imagery of “cruise-ship sunsets and linen pants” with more accurate depictions of a generation that is working, spending, influencing culture, and redefining what aging looks like.
“Ageism still informs marketing strategies,” says Jackie Cooper, Edelman’s Global Chief Brand Officer and Longevity Lab co-founder. “This generation is digitally fluent, culturally connected, and commercially critical.”
Some brands are already leaning into longevity culture—Hearst’s ROAR Forward platform and recent humorous, vibrant campaigns from AARP and Opendoor—but Edelman’s move signals an inflection point for the industry. The 55+ demographic is no longer a niche or legacy audience; it is a growth engine hiding in plain sight.
Why This Matters for Marketers: The GenMore+ Interpretation
Edelman’s Power of 55 is more than a creator initiative—it represents a strategic shift marketers can’t ignore:
1. The economic center of gravity has moved.
The 50+ population is the wealthiest, fastest-growing, and most willing-to-spend consumer group. Continuing to pour budgets into youth-only strategies leaves substantial revenue—often brand-loyal, high-margin revenue—untapped.
2. Cultural influence no longer belongs to one generation.
Creators over 55 are not fringe voices; they shape trends, behaviors, and purchasing decisions across multigenerational households. Marketers who broaden their definition of cultural relevance stand to win across age cohorts.
3. Stereotypes are becoming a liability.
GenMore+ consumers quickly recognize (and reject) patronizing portrayals. Authentic representation is no longer just ethical; it’s commercially smart.
4. AI plus human insight opens a new era of longevity strategy.
Edelman’s Trusted Creator Score points to an emerging discipline: precision engagement for the 55+ market, guided by real behavior, not assumptions.
5. The opportunity is not just creative—it’s organizational.
Marketers must revisit segmentation models, media allocations, creator partnerships, and product roadmaps. As longevity transforms global demographics, “aging” becomes a growth lens, not a constraint.
The Bottom Line
The Power of 55 underscores a truth we’ve been championing through GenMore+:
The 50+ market is too powerful, too diverse, and too culturally dynamic to be treated as an afterthought.
Brands that reset their thinking—not just their visuals—will be the ones to capture the next wave of sustainable growth.
