Brand Partnerships
Page headline: The biggest market in America is the one you're ignoring.
Subhead: Adults 50+ spend $10.7 trillion a year. Brands spend about a tenth of their marketing on them. That's not a niche. That's a gap... and I'm standing in it.
The market
Adults 50+ account for more than half of all U.S. consumer spending.
Boomers and Gen X hold 78% of U.S. household wealth ($135 trillion). Households under 40 hold 6.6%.
Gen X has $15.2 trillion in global buying power, the most of any generation, and stays on top through 2033.
Gen X women influence 70 to 80% of household purchase decisions.
72% of Gen X prefer name brands. Win them once and they stay.
The gap
Only 5 to 10% of marketing budgets target the 50+ consumer.
Only 3% of Americans over 50 feel seen in advertising.
86% say brands fundamentally misunderstand them.
Fewer than 7% believe brand messaging is made for them.
Why me
I've been talking to this generation since 1995, when I wrote the first career book for Gen X. Now I'm 60 and living every part of midlife with them: the parents, the kids, the money, the job market that suddenly thinks you're done. I'm not a spokesperson guessing what they want. I'm one of them, and they know it.
83% of my audience is 45 to 65+
350K+ followers across Instagram, TikTok, YouTube, Facebook and LinkedIn
2 to 3 million monthly reach across the Advanced Adulting network
66 brands worked with across campaigns and UGC
Categories I work in
Health and wellness · Caregiving and senior services · Finance, retirement and estate planning · Legal services · Tech and online security · Online learning and career · Real estate and 55+ living · Dating · Men's grooming and beauty · Pets
What a partnership looks like
Dedicated content on Instagram, TikTok, YouTube and Facebook, in my voice.
Series and campaigns built around a real midlife problem your product solves.
Cross-network reach across the Advanced Adulting channels.
Licensing and whitelisting so the content keeps working in your paid ads.
CTA: Let's talk about reaching the generation with the money. [Book a Call]
Numbers don’t lie.
Stats bank + sources
Every number on these pages, with where it came from. Put a small "Sources" link in the site footer so a CMO can check them.
Stat
Used on
Source
$10.7T spent by 50+ households; more than half of U.S. consumer spending
Home, Partnerships
78% of U.S. wealth held by Boomers + Gen X ($135T); under-40 households hold 6.6%
Home, Partnerships
3% of 50+ feel seen in ads; 86% say brands misunderstand them
Home, Partnerships, UGC
Cheryl Overton Communications, May 2025
5 to 10% of marketing budgets target 50+ (industry estimate)
Home B, Partnerships
Fewer than 7% of 50+ believe messaging is made for them
Partnerships
Gen X: $15.2T buying power, top through 2033; women influence 70 to 80% of purchases; 72% prefer name brands
Partnerships
57% of 55+ have stopped buying over ad misrepresentation
UGC
60% call UGC the most genuine form of advertising; nearly two-thirds uneasy about AI ads
UGC
dcdx via Inside Radio, Jan 2026
63M caregivers; ~$7,200/yr out of pocket; 6 in 10 working
Home B, Caregiving
AARP Caregiving in the U.S., 2025
54% of 40s and 45% of 50s are sandwiched; 82% of sandwiched 50s help an adult