The $15 Trillion Audience Marketers Still Treat Like An Afterthought

In this episode of Adspeak by ADWEEK, Jennifer Meehan joins 55+ creators Stewart Reynolds (Brittlestar) and Granny Guns for a sharp conversation on one of marketing’s biggest blind spots: older audiences. Despite controlling nearly half of global spending power, the 55+ demographic receives only a fraction of advertising investment. The discussion explores why older creators consistently outperform younger influencers in authenticity, trust, and cross-generational appeal. Stewart and Granny Guns explain how genuine creator-brand alignment drives stronger engagement and purchase intent, while Jennifer highlights the industry’s outdated assumptions around aging consumers. The episode also examines how poor representation of older adults in advertising erodes trust and limits brand relevance. From redefining “aging” as “longevity” to embracing intergenerational influence, the conversation offers marketers a practical roadmap for connecting with audiences that brands have underestimated for far too long. What You'll Learn:Why 55+ audiences control nearly 50% of global spending power but receive only 5-10% of marketing budget allocationHow to leverage older creators for intergenerational influenceThe trust multiplier effectHow to identify brand-creator alignment as the foundation of influencer marketing Why representation in advertising directly impacts brand trust erosionThe strategic repositioning frameworkAbout the Guests:Jennifer Meehan is an EVP of Brand Marketing at Edelman, specializing in demographic trends, consumer behavior, and inclusive marketing practices. With expertise in trust research and generational marketing, she has identified critical blind spots in how brands approach older audiences. Granny Guns is a fitness influencer and sponsored athlete, recognized as the most followed older female athlete in fitness and the oldest sponsored female athlete globally. With 4.5 million followers across platforms, she transformed her fitness journey, starting at age 58 into a powerful multi-generational movement that resonates with audiences from teens to retirees. Stewart Reynolds (Brittlestar) is a content creator and digital entertainer who has built a multi-generational audience of millions through humor, family-centric storytelling, and universal entertainment across platforms like Vine, TikTok, and Instagram. Launching his career at age 43, he pioneered the "pub joke" approach to content, humor accessible to grandparents, kids, and everyone in between, proving that age is no barrier to viral influence and cross-demographic reach.Guest Resources: Granny Guns on InstagramStewart Reynolds on LinkedInJennifer Meehan on LinkedInEdelman Website Hosted on Acast. See acast.com/privacy for more information.