A transformative trend in the influencer landscape is taking shape as we move into 2025—the rise of over-40 and over-50 creators who are stepping into the spotlight, reshaping narratives across social media. This generation, often referred to as the “forgotten Gen X,” is gaining traction by providing a refreshing antidote to the heavily curated world of younger influencers. Known for their candid, no-nonsense approach, these creators bring decades of life experience, unfiltered opinions, and a unique sense of resilience. Their influence resonates across generational lines, connecting deeply with audiences seeking genuine wisdom and relatability.
No “Snowflakes” Here: The Gen X Perspective
Unlike the so-called “snowflake” label often attributed to younger generations—suggesting fragility or oversensitivity—over-40 and over-50 creators exemplify grit and pragmatism. Having lived through social and cultural upheavals, they bring a grounded, fearless approach to content creation. This generation isn’t afraid to challenge norms, confront societal issues, or share raw, real moments that reveal the complexities of everyday life.
Take Australian author @kateforsterauthor, for example. Known for her sharp wit, relatable insights, and “no-nonsense” commentary, she has rapidly grown her following by offering everything from life and parenting advice to fashion critiques using archetypes and personas. Her engaging mix of straightforward advice and humour captivates followers, bridging generational divides with authenticity and warmth.
Why Brands Should Pay Attention
The rise of over-40 and over-50 creators presents a wealth of opportunities for brands eager to reach diverse audiences with more nuanced storytelling. Here’s why partnering with this demographic can be a game-changer:
- Bridging Generational Divides: These creators offer brands a way to reach both younger and older demographics by sharing relatable experiences, advice, and challenges in ways that are thoughtful, engaging, and highly empathetic.
- Authentic Storytelling That Cuts Through: Over-40 and over-50 creators are known for their direct, genuine storytelling, often free from the overproduced gloss of traditional influencer marketing. Brands that align with their realness and depth can create lasting emotional connections with consumers.
- Redefining What It Means to Age: By working with creators who embrace vitality, curiosity, and a willingness to try new things, brands can challenge outdated perceptions of aging, presenting a vibrant, empowering message that resonates.
What Sets These Creators Apart
Over-40 and over-50 creators bring a depth of experience and perspective that younger creators often lack. Whether tackling family dynamics, career pivots, fitness goals, or personal reinventions, they deliver content with authenticity and insight. Unlike many younger influencers, who may be navigating peak life transitions, these creators often have more time to reflect, share, and engage thoughtfully. Their lived experiences lend a credibility and authority that resonates with audiences across the board.
Trend Forecast for 2025
Looking ahead, we anticipate a continued rise in the popularity and influence of over-40 and over-50 creators. Their candid approach, critical thinking skills, and willingness to engage in meaningful conversations will solidify their place as trusted voices in the influencer marketing landscape. Younger generations will continue to turn to them for guidance, inspiration, and solidarity as they navigate their own life journeys. In an era dominated by rapid change, these creators offer a steadying hand, a relatable voice, and a refreshing take on what it means to grow, adapt, and thrive.