MONTRÉAL, QC (April 20, 2026) — Edelman’s Longevity Lab today announces the Québec launch of The Power of 55, a dynamic, ever evolving list of content creators in their fifties and beyond who are changing the face of influence and delivering measurable brand value. Following an initial international rollout, the initiative now officially enters the Québec market.
In an economy increasingly driven by influence, one thing remains constant. Trust is the foundation of authentic connection. Globally, Edelman has observed the impact of creators in their fifties through the launch of its Power of 55 global ranking last November. Edelman’s Longevity Lab has demonstrated that influence does not decline with age. On the contrary, it grows through experience, credibility, and the strong relationships creators build with their communities.
Today, Edelman is proud to bring this initiative to Québec, spotlighting a curated group of Québec based creators aged 50 and up who shape conversations within their communities and beyond, and who hold significant influence over consumers aged 55 and above.
This launch comes at a critical moment for marketers. Consumers aged 55 and over now control more than half of global spending and are projected to spend $15 trillion annually by 2030. Yet, less than 10 percent of marketing budgets are allocated to this audience. Key to unlocking this economic power is activating this generation’s social influence. The Power of 55 was developed to help brands quickly and credibly address this commercial blind spot with trusted, brand‑safe creators who are ready to activate.
“Marketers aren’t just underestimating this audience. They’re overlooking them entirely,” says Jackie Cooper, Global Chief Brand Officer at Edelman and co‑founder of the Edelman Longevity Lab. “The Longevity Generation, of which I’m a part, is digital, discerning, and at the peak of its spending power. The more we explore this space, the more we realize how undervalued it has been. There is far more economic and cultural influence here than most brands recognize. With The Power of 55, we’re giving brands a simple and credible on‑ramp into this audience and its broader halo effect.”
“The Edelman Longevity Lab has shown that influence does not diminish with age; on the contrary, it grows richer through experience, credibility, and the connections forged with diverse communities. “Today, we are proud to launch this initiative in Quebec, featuring a list of Quebec content creators aged 50 and older who are shaping conversations within their communities and exerting significant influence on consumers aged 55 and older,” said Martine St-Victor, General Manager of Edelman’s Montreal office. “We’re living in the golden age of longevity”, she added.
Edelman’s Power of 55 creators were selected for their credibility, cultural resonance, and performance across platforms. In Québec, the list highlights Isabelle Racicot, Ricardo, and Véronique Cloutier. Internationally, it also includes creators such as Crazy Auntie Ann in the United Kingdom, Jennifer Valentyne in Canada, Jannik Diefenbach in Germany, Makrye Park in South Korea, Olajumoke Adenowo in Nigeria, and Granny Guns in the United States. The list covers a wide range of categories including wellness, fashion, health, food, travel, and lifestyle.
Each creator on the list was evaluated using Edelman’s proprietary Trusted Creator Score. This methodology blends AI‑powered analysis with expert human review to assess content quality, platform behavior, audience alignment, and brand safety. The result is a low‑risk, high‑impact group of creators with established credibility, category authority, and proven influence across sectors such as health, finance, wellness, and lifestyle.
“These aren’t simply creators. They are trusted advisors, subject‑matter experts, and cultural contributors,” says Sara Rezaee, Head of Creator Marketing for North America at Edelman. “They speak from lived experience with authenticity and consistently outperform younger creators in engagement, particularly among the 55‑plus audience that brands have long overlooked.”
The Power of 55 is part of the continued expansion of Edelman’s Longevity Lab, an offering designed to help brands future‑proof their strategies through trusted engagement with a 50‑plus audience. As with Edelman’s Gen Z Lab, the Longevity Lab combines human insight, creator marketing expertise, and cultural intelligence to help brands move from generational insight to action.
“This isn’t about visibility, but about value, especially in today’s economic context,” Cooper concludes. “Brands that partner with Power of 55 creators won’t just reach a high‑spending audience. They’ll earn trust, strengthen relevance, and generate real commercial outcomes.”
For more information or to access The Power of 55, visit edelman.com or edelman.ca.
