… “What’s an influencer? Get a real job!”
… “That will never work!”
… “No one will pay you for blogging!”
… ‘”You are too old to start over!”
… “Dreams don’t come true for people like us!”

Are you 50 years old or over, had a dream of doing more than working a 9-5 job until time to retire? If so, do you recognize any of these statements? If so, you are not alone.

For the record, if you’ve made these statements to someone, you are likely a dream killer.

Some people questioned why there were repeated references to both Shakira’s (43) & Jennifer Lopez’s (50) ages following Sunday’s Super Bowl performance, assuming it was to shame them. While there may be some who had that ill-intent in mind, I believe the real intent and outcome was quite the opposite. Contrary to the narrow-minded amongst us, many women are aging gracefully and are quite proud of it.

We are surrounded by many women age 40 and over, who are incredible, influential specimens. These women are kicking butt, making moves, and remaining very relevant. Influencer marketing, while on the rise, statistics reveal that the 50+ and fabulous among us appear to be untapped, overlooked, and underrepresented as social media influencers. Even in the world of celebrities, the oldest, highest-paid celebrity influencer in 2019 was Khloe Kardashian, age 35.

While a significant number of 50+ women have found comfort on Facebook, a growing number of them have begun to or have goals of migrating to Instagram as well in 2020.

According to Girlpower Marketing, a public relations and digital marketing agency specializing in consumer lifestyle brands:

• Every fifth adult in the United States is a female over 50. (Source: U.S. Census Bureau)
• 50+ American women are the healthiest, wealthiest and most active generation of women in history. (Source: Demographics by Mark Miller)
• Women 50+ control a net worth of $19 trillion. (Source: MassMutual Financial Group, 2007)
• Over the next decade, women will control two-thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband. (Source: Fleishman-Hillard New York)
• Once college bills are paid, women 50+ spend 2.5 times what the average person spends, and are primary buyers of computers, cars, banking, and financial services. (Source: Marti Barletta, “PrimeTime Women”)
• Wealthy boomer women are the marquee players in our country’s culture and commerce. They are educated, have a high income, and make 95% of the purchase decisions for their households. (Source: Karen Vogel, The Women’s Congress; She-conomy)
• Over 30 million women 50+ are the fastest-growing demographic online. (Source: DMN3)
• Women 50+ spend, on average, 250% of what the population in general does. (Source: DMN3)
• Baby Boomer women spend upwards of $20 billion each year on clothing. (Source: DMN3)

There is a multitude of women who are reminding the world and the powers that be that age is just a number. Christie Brinkley, Angela Bassett, Suzanne Somers, Michelle Obama, Halle Berry, Lyn Slater, Soledad O’Brien, Oprah Winfrey, Vera Wang, and Ellen DeGeneres, just to name a few others.

60 is the new 40, wisdom and experience are priceless, and the definition of old is subjective- only idiots view this group of women as dispensable. Some of us have hair that is gray, but never forget – our money is green. Brands would be wise to respect and recognize that if even at micro-influencer levels to start.

I am a mom of two millennials, and I love how we collectively mesh our differences and similarities to become better humans. It’s all about open, objective, communication. We each spend money, but I, their 50+ mom with a respectable presence on multiple social media platforms, have more disposable income.

None of this conversation is an attempt to dismiss other generations, as that would be completely disrespectful, hypocritical, and not smart business. It’s just simply a reminder that 50+ and fabulous female influencers exist, this demographic matters, and it wouldn’t be wise for those in decision-making roles to count them out.