They are older, wiser, and wealthier. And they are not sitting quietly on the sidelines anymore. The over-50 crowd is stepping into the spotlight with money to spend, businesses to build, and a desire for brands that actually get them.

If companies don’t pay attention, they will get left behind!

Forget the old-school image of retirees fading into the background. Today’s 50-plus generation is sharp, active, and ready to spend. They control somewhere between 42% to 51% of all consumer spending. That is a huge slice of the pie. Yet, less than 10% of marketing budgets go toward them.

Business Isn’t Just for the Young Anymore

One major driver of this shift? Older entrepreneurs. More and more people over 50 are starting their own companies. They are solving problems they have lived through, not just studied. They are confident, clear on what matters, and they are building businesses that speak directly to people like them.

Kampus / Pexels / These aren’t folks “too old to work.” They are choosing to build what they wish existed.

Plus, they have the money, the time, and the life experience to do it well. Their businesses often have heart, mission, and staying power. And they know what their customers actually want because they are the customers.

Look at Martha Stewart. At 84, she launched a biotech skincare brand, Elm Biosciences. She is not selling a dream of youth. The business mogul i selling strength and self-care with science behind it. Then there is Halle Berry, whose brand Respin focuses on menopause care.

High-profile founders are using their names, platforms, and personal stories to change how we see aging. They are making it cool to grow older and also profitable.

Kitchen Startups to National Brands

It is not just celebrities, though. Take Angel Cornelius. She launched her beauty brand, Maison 276, at 57 in her kitchen. She wanted to make hair care for women embracing their gray hair. That idea turned into a full-time business. Today, she runs it with her son, and her products are sold nationwide.

Her success story isn’t rare anymore. People over 50 are starting businesses in record numbers. They are reinvesting in their futures, passions, and in problems they are finally ready to solve on their own terms.

Martha / IG / The over-50 crowd isn’t tech-averse. In fact, 9 out of 10 Boomers shopped online in early 2025. Over 70% bought something because of a social media influencer.

Many are still working too. Labor force participation is rising, especially for women over 75. That is right! Women in their 70s and 80s are working more than ever before.

Authenticity Makes It More Appealing!

If you want to win over this market, don’t fake it. They spot inauthentic messaging fast. When they see real representation, they respond. Brands that treat them like intelligent, complex people – not stereotypes - win their trust and their loyalty.

Some brands are getting it right. Skincare brand OneSkin partnered with 79-year-old fitness influencer Joan MacDonald. She didn’t pitch anti-aging cream. She talked about strength. Her skin needs to keep up with her workouts. That message hit home.

Same with Beyond Yoga. They worked with 65-year-old lifestyle influencer Gym Tan. She shares real-life wellness tips and shows what it looks like to age well without pretending to be 25. These partnerships work because they are real, not token gestures.