Then, Now, Next: Looking ahead to 2023. The rise of the older influencer

Megan Hotson


The latest trend, or fad tends to reflect the lifestyle or aspirations of what the youngest, most popular influencers align with. 

However, we are now seeing a much older generation gain influence as consumers feel there is more need for inclusivity when it comes to cross-generational representation. 

Influencers like Suzi Grant, @alternativeageing are amongst those vocalising the need for change, calling out for brands to re-think their agenda. 

Multiple brands are already looking to be more inclusive when it comes to creating products, and services that align with different generations. From Primark’s menopause focused nightwear to Bodyshop’s Edelweiss pro-ageing cosmetics range. 

So, will 2023 be the year of the older influencer?

An older generation in context

The older consumer (the baby boomers) wields a huge amount of influence when it comes to purchase power.

These consumers are not just economically influential – but demographically, too given that they are the fastest growing segment of the population. There are currently around 750 million seniors (age 50-64) globally, and this figure is predicted to transcend past 1 billion by 2030 (brookings, 2021).

The boomer consumer actively uses social media for approximately two hours a day, and is 58% more likely than millennials to click through to a brand's website from a social media post.

Gen X (40- late 50’s) are also a powerful group of consumers.  In the US for example 32% of Gen X women are now their households’ primary breadwinners. Additionally - Gen Xers not only offer support to their children, but their ageing parents too. This means when it comes to products their interest is cross-generational, and age-specific. 

"If brands aren’t already working with older, more diverse influencers, those brands risk being left behind," says Georgia Brockett, community manager at WhiteGrey

A growing realisation of the power of the older consumer has led different brands to doubling down on inclusivity to create more accessible products that align with their needs or desires. 

The “Granfluencer” 

A new term has emerged to describe the older generation that has started creating content on mass across social media: ‘Granfluencer’.

This group of older influencers is a particular hit with Gen Z, as Kim Letizes, managing director at Launchmetrics APAC states: "Surprisingly, the main ‘granfluencer’ audience comes from Gen Z and millennial viewers and thus can be strategic for brands aiming to build resonance by leveraging these voices".

Creating more refreshing, and authentic content seems to be gaining traction with an audience that is feeling overwhelmed with unrealistic standards set by younger influencers. 


Amongst these 'granfluencers' is @baddiewinkle aka 92 year old Helen Elam. She first debuted on Instagram when she was 85, and has now amounted 3.5M followers on Instagram. This older influencer is best known for her fashion-focused content, which has led to multiple collaborations with fashion brands and retailers. 

Key Takeaways: 

-As consumers demand more realistic representation brands need to ensure that they are catering to and for the needs of a wider market. Think about how you could cater to this older audience by working with more diverse influencers, considering tone of voice and creating campaigns which are inclusive of a wide variety of people. 

-Collaborating with ‘Granfluencers’ will engage a younger audience too, as the content they generate resonates with an audience who is craving more real, and relatable content. 

-The rise of the older influencer is a long-term societal trend given the continuous growth of this segment of the population. If brands want to future proof their social strategy, it is worth taking both the economic and social dominance of this demographic into account.  

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