Brands Embrace Silver Influencers to Reach Older Consumers

VAIL, Colo. — As the landscape of influencer marketing evolves, brands are increasingly partnering with so-called silver influencers—creators in the Gen X and Boomer demographics—to engage older consumers. Companies like Progresso Soup and Harmless Harvest are leading this trend, aiming to enhance brand visibility among shoppers aged 45 to 79.

In recent years, there has been a notable uptick in the marketing strategies targeting these older influencers. Not only are brands looking to capture cultural relevance, but they also recognize the significant purchasing power of this demographic. “They’re still [linear] TV watchers. But also, it’s a pretty social group,” said Maria Carolina Comings, General Mills vice president, referring to the soup brand’s consumers aged 55 and above. “So one of the places we went to was TikTok.”

Progresso’s marketing efforts have included a partnership with The Retirement House, a TikTok account featuring senior influencers who collectively boast more than 6 million followers. The account has collaborated with brands like Kentucky Fried Chicken and Walmart. In addition, Progresso recently worked with 59-year-old lifestyle creator Patti Roberts to promote a hard candy version of its chicken noodle soup.

Meanwhile, Harmless Harvest is extending its reach to Gen X and baby boomers by securing agreements with senior influencers for a new yogurt product. “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,” said Allie O’Brien, vice president of marketing at Harmless Harvest.

The interest in older influencers is not only confined to individual brands; marketing agencies are also taking notice. Edelman last year launched the Longevity Lab, a collective of influencers aged 55 and up to act as ambassadors for various brands. Jackie Cooper, Edelman’s senior advisor and chief brand officer, highlighted the initiative’s impact by referencing Dove’s Beauty Never Gets Old campaign, which focused on representation for the 55-plus demographic. “The power of the silver influencer is rising to ensure this lucrative audience sees themselves represented more often,” Cooper said.

As influencer marketing continues to grow—expected to reach $9.29 billion in the U.S. this year—brands are increasing their focus on diverse creator demographics. With platforms like TikTok and Instagram offering extensive reach, the trend of silver influencers is seen as a way to connect with older generations who are shifting their consumption habits.

Ed East, founder of influencer agency Billion Dollar Boy, remarked on the evolving landscape: “It’s just like traditional media. You can find a creator who covers pretty much any topic. Any topic that anyone’s interested in, there are creators out there creating content for it.” As brands diversify their influencer strategies by incorporating older creators, they not only address the needs of a mature audience but also engage younger consumers—a reflection of a more interconnected digital marketplace.