I’ve worked in advertising for over 25 years now and I would be rich if I had a dollar for every time I saw an ad that made me squirm — not because it was offensive, but because it was off. Especially when it comes to marketing to people over 50.
Too often, this powerful audience is shown as out of touch, slowing down, or stuck in the past — when the reality couldn’t be more different. At Shakers, we’re on a mission to change that narrative. And it starts by busting some of the most common myths we hear about the 50+ crowd.
1. They’re set in their ways. Not true. They’re just smart about where they spend their money. When a brand speaks to their needs and values, they’re open and ready to switch.
2. They don’t care about trends. They may not chase fads, but they’re style-conscious, culturally aware, and often set trends within their circles. From fashion to wellness to travel — they know what’s in and what works for them.
3. They’re already buying from us — we don’t need to market to them. That mindset leaves loyalty and growth on the table. Just because they’re buying doesn’t mean they feel seen — or that they won’t switch if another brand speaks more directly to them. Today’s 50+ consumer expects brands to reflect their values and evolving lifestyle. Advertisers must show up, or risk being replaced.
4. They’ve already made their big life choices. Many are starting new chapters — launching businesses, switching careers, traveling more, or stepping into caregiving roles. They’re not winding down; they’re evolving.
5. They don’t influence others. Quite the opposite. They’re often the emotional and financial backbone of their families and friends, playing a key role in big decisions across generations and lifestyles.
It’s time to stop overlooking the audience that’s redefining what it means to grow older — with purpose, power, and spending potential. Let’s start creating work that reflects who they really are — vibrant, evolving, and full of possibility.
At Shakers, we’re ready when you are.
How to Leverage User-Generated Content to Build Trust with 50+ Consumers
I’ve spent over two decades in advertising, and if there’s one lesson I’ve learned (sometimes the hard way), it’s this: people trust people, not polished promises.
Especially consumers over 50. They’ve seen trends come and go, watched brands make big claims and quietly retreat, and they’ve grown skeptical of marketing speak.
What they do trust? A neighbor’s recommendation. A friend’s text. A review that sounds like it was written by someone who’s walked in their shoes. That’s why user-generated content is no longer a “nice to have” — for this audience, it’s essential.
Why It Works
A few months ago, I was scrolling through Instagram — not looking for anything in particular — when I saw a video of a woman around my age applying a root touch-up to her gray hairs. No glam lighting, no filter, just her chatting about how the product helped her feel more put-together between salon visits and what a pain the a&$ these pesky gray hairs were.
She wasn’t a celebrity or influencer. She looked like someone I could run into at the grocery store. But something about her tone — honest, confident, a little funny — made me stop and watch. And before I knew it, I was on the brand’s site, reading more reviews… and yes, placing an order.
It wasn’t the product claims that sold me — it was her. Her story felt like my story. And in that moment, I trusted her more than I would’ve trusted any ad. That’s the power of user-generated content when it’s real and relatable. It cuts through the noise — and speaks to you.
Why It Matters
50+ consumers value authenticity and connection, they’re drawn to stories that reflect their own values, lifestyles and challenges. They’re not easily swayed by hype, but they do pay attention when they hear from someone they relate to. Real voices. Real people. Real results.
How to Get It
If you want to tap into this goldmine of trust:
1. Invite their stories, not just their photos: ask thoughtful questions that prompt meaningful answers: what changed for you after using this? How did this make your day easier?
2. Use real language and real faces: resist the urge to overly polish. Let their words shine in their own voice.
3. Showcase community and shared experiences: highlight themes they relate to such as resilience, reinvention, caregiving, legacy, wellness, or overcoming challenges.
Final Thought
User-generated content builds more than engagement — it builds trust. And with the 50+ market, trust is everything. Invite them to share, listen when they do, and let their voices lead the way. You’ll not only earn their business — you’ll earn their loyalty.
At Shakers, we help brands move beyond the expected and into the meaningful. We know how to spark authentic conversations with the 50+ market — and how to turn real stories into real growth. Ready to rethink how you connect? Let’s talk.
