More people are living to be 100 years or older than ever before. According to statistica.com, a
company that tracks trends in the healthcare and pharma industries, the number of
centenarians is expected to rise to approximately 573,000 people worldwide, with 97,000 of
them living in the U.S. alone.
That means people who are considered “older adults” now span five decades or more – from
age 50 to 100 and older. In that 50-year span, there are four major generational groups: the
Greatest Generation (born 1901-1927), the Silent Generation (born 1928-1945), Baby Boomers
(born 1946-1964), and Generation X (born 1965-1980).
Researchers have found that three key trends shape the expectations, philosophies and
priorities of each generation: parenting/family dynamics, technology, and economics.
Experiences with these key trends, in turn, influence lifestyle choices, spending behaviors,
brand preferences, adoption of technology, how to define value and loyalty, how to research
options, and what/who to consider influencers creating very dynamic marketplaces and service
More ‘older adults’ also increases demands on the economy, social services and healthcare,
housing, and recreation and social engagement, forcing companies and organizations to sort
out what products and services they will offer and the best marketing and delivery channels to
reach their target markets in a 50-year age span.
Enter the emerging “granfluencers” movement, older people who are using social media to
impact culture and reach fans of every age.
According to The Social Standard, an agency that specializes in the influencer marketplace,
granfluencers come across as more genuine.
We’re moving away from heavily planned, staged, and edited content to
much more authentic content. This is a huge reason that granfluencers are
becoming so popular. Audiences are looking for content that lifts up new
voices, shares new perspectives, and overall makes them feel good inside…By
proving that there is so much to life despite one’s age, these influencers
encourage their audiences to celebrate their differences and live freely
without fear of judgement. This positive outlook and shift in perspective on
life is one of, if not the main reason that makes these influencers so
successful at what they do. Brands who have jumped in and started to use
granfluencers in their marketing strategies are adding elements of wisdom,
reality, and life experience to their brand image.
And then there’s the bottom line. Baby Boomers control about 70 percent of all disposable
income in the United States and spend nearly 15 hours online each week exploring social
media and spending about $7 billion a year on goods and services. However, many
marketing experts are missing this boat, focusing marketing budgets mostly on Millennials
(born 1981-1996) and only allocating about 10 percent of their budgets to the older
Some brands that are investing heavily in granfluencers through endorsement and
sponsorship deals are Amazon (shopping and home devices that make it easier to connect
with family and friends), fashion and accessories, health and wellness products (equipment,
services, supplements), exercise and fitness, beauty, and — of course—social media
platforms like Instagram, TikTok, Twitter, and Facebook.
Check out these granfluencers on Instagram:
@baddiewinkle, @iconaccidental, @irvinrandle, @brunchwithbabs, @oldgays
Check out these articles and blog postings for more information about granfluencers: