Influencer marketing is typically associated with younger creators targeting Gen Z and Gen Alpha, but there is a growing trend of brands engaging silver influencers from Gen X and boomer generations. Brands such as Progresso Soup and Harmless Harvest have shifted their focus towards this older demographic to boost brand awareness and cultural relevance. Progresso has partnered with the Retirement House, a TikTok account featuring creators aged 55 and up, as part of their digital marketing strategy, achieving significant follower growth and executing campaigns alongside many brands targeting similar audiences.
As the influencer marketing space continues to grow, so-called silver influencers, or creators from Gen X and boomer generations are increasingly catching marketers' attention.
Progresso has spent the last several months working with the Retirement House, an account with senior influencers, on TikTok and Instagram via paid partnership posts.
Alaska Airlines, Mountain Dew, and clean beauty brand Ilia have made similar campaigns over the past few years.
They're still [linear] TV watchers. But also, it's a pretty social group, said Maria Carolina Comings, referring to the soup brand's 55-plus consumers.
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