Trust Has Wrinkles: Let Real People Sell

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 directly 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:

• 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?
• Use real language and real faces: resist the urge to overly polish. Let their words shine in their own voice.
• Showcase community and shared experiences. highlight themes they relate to such as resilience, reinvention, caregiving, legacy, wellness, or overcoming challenges.

2.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.