Brands recognize older consumers’ buying power. Six sources show why mature creators should help develop advertising, not just appear in it.
Author Archives: Linda Wolfe
From Sarah Creal Beauty to Laura Geller, more brands are recognizing mature women. Here’s why authentic over-50 creators matter.
Brands are discovering that creators over 40 and 50 bring something AI can’t fake: real life experience. Here’s what the latest marketing research says.
At Advertising Week New York 2026, brands focused on showing up in AI answers, and UGC creators are a big part of how they plan to get there.
Women over 50 have enormous purchasing power, yet brands keep getting their advertising wrong. A mature UGC creator explains what needs to change.
A few weeks ago, I was standing in my house filming myself talking about shoes. Earlier, it had been skincare. Before that, a health and wellness brand. There was a beauty campaign waiting in the wings, another script to review and emails from brands asking about availability. This is apparently what life looks like when […]
Brands are finally marketing to women over 50, and UGC creators over 50 are the ones delivering the message. Here’s what the data from AARP, NielsenIQ and others shows.
