LONDON, UK (November 19, 2025) — Edelman’s Longevity Lab today announces the launch of The Power of 55, a dynamic, ever-evolving list of Creators over the age of 55, who are changing the face of influence and delivering measurable brand value in the process.
This launch comes at a critical moment for marketers. Consumers aged 55+ now control over half of global spending and are projected to spend $15 trillion annually by 2030. Yet, less than 10% of marketing budgets are allocated to this audience. Key to accessing these dollars is unlocking this generation’s social influence. The Power of 55 was developed to help brands quickly and credibly tap into this commercial blind spot with creators who are trusted, brand-safe, and ready to activate.
“Marketers aren’t just underestimating this audience, they’re overlooking them entirely,” says Jackie Cooper, Edelman’s Global Chief Brand Officer and co-founder of the Edelman Longevity Lab. “The Longevity Generation, of which I’m a part, is digital, discerning, and in the prime of their spending power. The more we explore this space, the more surprise we uncover. There is far more economic and cultural influence here than most brands realize. With Edelman’s Power of 55 list, we’re giving brands an easy on-ramp into this audience and its broader halo effect.”
Cooper adds: “At the heart of Edelman's Creator offering is insight, knowledge, protection and trust. ‘The Power of 55’ asks brands a critical question: what is your plan for the runway of longevity – for your brand and for the lives of the people you serve?”
Spanning 12+ markets and multiple sectors, Edelman’s Power of 55 Creators were selected for their credibility, cultural resonance, and performance across platforms. From Crazy Auntie Ann in the UK to Jennifer Valentyne in Canada, Jannik Diefenbach in Germany, Makrye Park in South Korea, Olajumoke Adenowo in Nigeria, and Granny Gunsin the U.S., the list highlights Creators across wellness, finance, fashion, health, food, travel, and lifestyle.
Each Creator on the list was vetted through Edelman’s proprietary Trusted Creator Score, a methodology that blends AI-powered analysis with expert human review to assess content quality, platform behaviour, audience alignment, and brand safety. The result: a low-risk, high-impact pipeline of Creators with credibility, category authority, and proven influence in sectors like health, finance, wellness, and lifestyle.
“These aren’t just Creators - they’re trusted advisors, subject-matter experts, and cultural contributors,” says Sara Rezaee, Head of Creator Marketing, North America at Edelman. “They speak with lived experience and authenticity, and they consistently outperform younger Creators in engagement, especially with the 55+ audience brands have been overlooking.”
The Power of 55 is part of a broader expansion of Edelman’s Longevity Lab, an offering built to help brands future-proof their strategies through trusted engagement with the 55+ 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, it’s about value, especially in our current economy,” says Jackie Cooper. “Brands that partner with Power of 55 Creators won’t just reach a high-spend audience, they’ll earn trust, build relevance, and drive real commercial outcomes.”
For more information or to access Edelman’s Power of 55, visit edelman.com or contact.
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About the Methodology
Creators for Edelman’s Power of 55 list were first sourced analysing 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. The process is anchored in a detailed profile of the ideal 55+ influencer, emphasizing relevance, trustworthiness, cultural and community connection, and audience impact across global markets. This meticulous process ensures that selected creators reinforce Edelman’s commitment to credibility and trust, while prioritizing diversity, global reach, and measurable brand impact.
About Edelman’s Longevity Lab
Launched in 2024, the Longevity Lab is Edelman’s global offering focused on unlocking commercial and cultural opportunity through the 55+ audience—also known as The Longevity Generation. Powered by insights, trust data, and global creator strategy, the Lab helps brands engage this demographic with intention, credibility, and results.
