Trust over trends: how Gen X and Boomer influencers are changing marketing
As audiences grow tired of polished perfection, older influencers are winning with authentic expertise. Discover why experience is the new currency of influence.
I noticed something weird last week. My mom—yes, my 58-year-old mother who once called Instagram "that photo thing"—now follows more influencers than I do. And she's not alone.
Older generations have crashed the influencer party, and honestly? They're killing it. Gone are the days when social media was exclusively Gen Z and Millennial territory. Gen X and Boomers are carving out their own influential spaces online, proving digital influence extends well beyond youth.
This raises an interesting question for marketers: Is this age shift actually good for brands?
With growing skepticism toward younger influencers and audiences craving more authenticity, Gen X and Boomer creators bring something different to the table—experience, trust, and long-term credibility.
This article will explore why Gen X and Boomer influencers are now gaining traction, the industries in which they are thriving, why brands should consider partnering with them, and the big names making waves across the US.
Short on time?
Here is a table of content to find what you are looking for:
- Why older influencers are gaining traction
- Industries where Gen X and Boomer influencers thrive
- Names to know: America's top Gen X and Boomer influencers
Patrecia Meliana
Why older influencers are gaining traction
Think about it for a moment.
When looking for cooking advice, do you want it from the 22-year-old with the gorgeous kitchen, or the 55-year-old who's been perfecting her jambalaya recipe since before you were born?
This question captures exactly why we're seeing a major shift in the influencer landscape. Older creators bring something that can't be faked: genuine expertise built over decades.
Several compelling factors explain why brands and consumers are increasingly choosing Gen X and Boomer influencers:
- Trust has fundamentally shifted
As younger influencers face growing scrutiny, mature creators feel more genuine. A 2023 survey revealed over 40% of Baby Boomers expressed no trust in typical influencer recommendations, suggesting when older influencers do gain trust, their endorsements carry exceptional weight among peers.
- Pandemic-accelerated digital adoption
COVID-19 dramatically increased screen time among older demographics, with many Gen Xers and Boomers discovering they enjoyed creating content, not just consuming it. They've found particular success on platforms like Facebook, LinkedIn, and YouTube, where they demonstrate higher engagement rates and more consistent participation.
- Expertise over trends
Instead of chasing viral moments, older influencers build dedicated communities in specific areas—finance, home improvement, cooking, wellness—where decades of experience translate into problem-solving content. A 2023 Bankrate survey found only 34% of Baby Boomers bought impulsively after seeing a social media ad, reinforcing their preference for substance over flash.
- Unmatched purchasing power
Gen X holds the largest share of global spending power at 23.5%, with an average annual expenditure of $83,357 in 2021—the highest among all generations. Baby Boomers have driven more spending growth over the past decade than any other generation, making their influence particularly valuable to brands.
- Breaking age stereotypes
Older influencers are redefining how we view aging in marketing, creating content that resonates deeply without relying on fleeting trends. Consider Martha Stewart's unexpected collaborations that have captivated audiences across generations.
- Multigenerational reach
Gen X, often called the "sandwich generation," supports both aging parents and their own children, making them influential across multiple age groups. This unique position allows older influencers to connect with broader audiences, enhancing a brand's reach and authenticity.
My prediction? Brands recognizing this shift earliest will win big. The question isn't whether older influencers matter—it's whether marketers will embrace what audiences actually want: authentic expertise over aspirational perfection.
The Industries where Gen X and Boomer influencers are thriving
Older influencers aren't just participating in social media—they're dominating specific industries where experience truly matters:
Finance and investment
Wealth-building experts in their 50s and beyond are thriving online. Unlike 25-year-old "finance bros," these influencers have actually weathered multiple market cycles and brought legitimate financial wisdom.
Home improvement, gardening, and DIY
From master gardeners sharing decades of plant knowledge to seasoned contractors demonstrating proper renovation techniques, older creators excel in showing not just the how but the why behind home projects.
Health and wellness
Fitness influencers in their 40s, 50s, and 60s are proving age is just a number, offering realistic approaches to health that resonate more deeply than the often extreme regimens promoted by younger influencers.
Business and professional coaching
LinkedIn thought leaders and career mentors with actual C-suite experience are building massive followings by sharing authentic leadership insights earned through genuine professional journeys.
Are Gen X and Boomer influencers the future of trust-based marketing? All signs point to yes—as audiences grow increasingly sophisticated about who they trust online, the authentic expertise that comes with age appears to be winning the influence game.
America's top Gen X and Boomer influencers
The influencer landscape is increasingly diverse in age, with several standout Gen X and Boomer creators making major impacts across different niches:
- Gary Vaynerchuk (Gen X)
This business and marketing expert has built a massive following on LinkedIn and YouTube with his no-nonsense approach to entrepreneurship. His authentic, often brash style resonates with audiences seeking real-world business advice rather than theoretical concepts.
- Martha Stewart (Boomer)
The original lifestyle influencer continues to reinvent herself, collaborating with younger brands like Liquid Death and expanding her reach to new audiences. Her immensely popular recipe videos combine classic techniques with modern presentation, attracting viewers across generations. Her ability to maintain relevance while staying true to her core expertise exemplifies why older influencers can have such staying power.
- Rick Beato (Gen X)
This music industry veteran has found remarkable success on YouTube breaking down pop culture and music trends. His "What Makes This Song Great" series demonstrates how deep expertise can attract millions of viewers seeking substance over style.
- Joan MacDonald (Boomer)
Starting her fitness journey at 71, MacDonald has built a following of over a million Instagram fans by documenting her strength training and healthy lifestyle. Her authenticity and impressive results have made her an inspiration to followers of all ages.
- Erica Davies (Gen X)
This fashion influencer has carved out a significant niche catering to an older yet style-conscious audience. Her content resonates with followers who appreciate seeing fashion that's both trendy and appropriate for those beyond their twenties.
The rise of Gen X and Boomer influencers represents more than just a demographic shift in social media—it signals a fundamental change in what consumers value online. As the novelty of picture-perfect content wears thin, audiences are gravitating toward creators who offer genuine expertise and relatable perspectives.
The next time you scroll past a viral dance video to watch a 60-year-old expert explain the perfect sourdough technique, remember—you're witnessing the future of influence marketing unfold, one authentic post at a time.
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