Aki and Koichi
Fashion-forward couple in their 70s, Aki & Koichi share daily joy, style & love - proving life is beautiful at any age.
United States
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- Australia (EN)
- Belgium (EN)
- Brasil (PT)
- Canada (EN)
- Canada (FR)
- China (CN)
- France (FR)
- Germany (DE)
- Germany (EN)
- Hong Kong, China (EN)
- India (EN)
- Indonesia (EN)
- Ireland (EN)
- Italy (IT)
- Italy (EN)
- Japan (JP)
- Korea (KR)
- Latin America (ES)
- Malaysia (EN)
- Middle East (EN)
- Netherlands (EN)
- Spain (ES)
- UK (EN)
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Introducing Edelman's Power of 55
The 55+ audience isn't slowing down - they're the new growth engine, redefining influence, wealth and trust.
Edelman’s Longevity Lab presents the Power of 55 - a dynamic, ever-evolving list of creators over the age of 55. This curated group unlocks one of marketing’s biggest blind spots: the 55+ generation. Despite controlling more than half of global spending - projected to reach $15 trillion annually by 2030 - this audience receives less than 10% of marketing investment. They’re not niche; they are the most commercially powerful generation of our time.
Edelman's Power of 55 spotlights trusted, brand-safe creators who truly resonate with today’s 55+ consumer: digital, discerning, and in the prime of their lives. From health to finance, beauty, wellness, and lifestyle, these creators bring authority, authenticity, and lived experience to an audience that values trust above all.
This list gives brands a quick, effective way to engage this audience through credible, influential voices that feel both familiar and real. It’s a seamless gateway into a high-trust, high-spend generation that no brand can afford to overlook.
Meet the Power of 55
Here’s a snapshot of 5 talents reshaping culture and commerce - creators who exemplify how today’s 55+ voices drive conversations across blogs, podcasts, newsletters, YouTube, and social media.
Mia Maugé
Model, writer & speaker Mia Maugé champions age inclusivity, inspiring women to embrace midlife with joy, style & confidence.
United Kingdom
Jannik Diefenbach
Photographer & creator Jannik Diefenbach went viral shooting his “Gramps” in streetwear, and now celebrates style globally.
Germany
Old Gays
With humor, joy & authenticity, the Old Gays inspire millions while bridging generations & championing LGBTQ+ visibility.
United States
Kheng Hua Tan
Celebrated for Crazy Rich Asians & Kung Fu, Tan Kheng Hua is a versatile creator championing Asian voices on global platforms.
Singapore
Get your copy of the list today
Access the complete list and insights that show why engaging the 55+ audience is the next big growth opportunity.
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Explore more from the Longevity Lab
Discover more research and analysis on how Edelman helps brands connect with influential generations — from Boomers to Gen Z.
Methodology: Creators for Edelman’s Power of 55 list were first sourced analyzing their strengths in content creation, engagement, reach, topical authority and relevance. They are then evaluated and scored using Edelman’s Trusted Creator Score - a proprietary vetting matrix that blends human expertise and AI to assess brand safety across key factors such as public track record, disclosure and conduct around politics or sensitive topics, use of profanity or other high-risk content, affiliations, and compliance with local advertising standards and regulations. Every Creator on the list has been deemed brand-safe per Edelman’s rigorous vetting standards.
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