Silver Economy Influencers: Unlocking the Untapped Potential of Mature Content Creators

California Management Review 2026

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Authors: Barak Libai, Michael Haenlein, Paweł Korzyński, Grzegorz Mazurek
DOI: 10.1177/00081256261422711
Cited by: 1

Abstract

While older consumers are among the fastest-growing and most affluent demographic segments, they remain largely neglected in marketing practice and research, and firms often struggle to determine the right approach to them. This article highlights how mature influencers and content creators can bridge the gap between firms and older consumers by offering authenticity, credibility, and intergenerational appeal. It introduces a five-step framework for managers to plan influencer marketing campaigns with mature content creators, focusing on selecting the segment, platform, influencer, campaign, and success metrics.

Fields of Study & Subjects

Digital Marketing and Social Media Gender Feminism and Media Consumer Behavior in Brand Consumption and Identification

Publication details

Journal / source
California Management Review
Publisher
SAGE Publications
Volume
68
Issue
2
Pages
155–166
Publication date
1 February 2026
Language
EN