How 55+ Creators Are Changing What Digital Culture Looks Like
Edelman’s new Power of 55 list spotlights creators who are 55 and older, many of whom are just entering the prime of their creative careers.
These are people driving real conversations around health, finance, beauty, travel, food, and lifestyle, all while building communities across TikTok, Instagram, and YouTube.
To shape the list, Edelman evaluated each creator’s content performance, engagement, reach, and topical relevance. They also ran every finalist through their Trusted Creator Score, which considers things like public reputation, brand safety, how they approach sensitive topics, and whether their content meets advertising standards.
One big takeaway was that influence fuels the economy, yet the most powerful audience in terms of money spent and trust held is often overlooked. Adults 55 and up carry enormous spending power, cultural depth, and a surprising level of digital fluency. This generation is not only active online but also shaping culture and influencing younger audiences in ways brands shouldn’t ignore.
Jackie Cooper, global chief brand officer at Edelman, and founder of Edelman’s Longevity Lab, said that creators must be treated as trusted partners, not vendors, and as the creator economy continues to mature, there’s one blind spot that’s been ignored throughout marketing.
“One generation, in particular, has been left out of the frame: the Longevity Generation,” Cooper said. “Consumers aged 55+ are responsible for half of global spending today and are projected to spend $15 trillion annually by 2030. Despite this, less than 10% of marketing budgets are allocated to them.”
Here’s the list of creators:
1. Stewart Reynolds (Brittlestar) — Canada
Digital creator known for witty, family-friendly humor.
Worked with: Disney, Walmart, KFC
Collaborated with: Ryan Reynolds, Gordon Ramsay
2. The Old Gays — United States
Collective: Robert Reeves, Bill Lyons, Jessay Martin, Michael Peterson
Content: humor, LGBTQ+ storytelling, pop culture
Mission: LGBTQ+ representation and intergenerational visibility
Millions of followers
3. Kheng Hua Tan — Singapore
Award-winning actress and producer
Known for: Crazy Rich Asians, Kung Fu
Advocate for Asian voices globally
4. Ann Chambers (Crazy Auntie Ann) — UK
DJ and viral video creator
Known for: “kitchen DJ sets” blending humor, nostalgia, and empowerment
5. Jannik & Gramps (Jaadiee) — Germany
Storyteller and photographer who styles their grandfather in streetwear
Collabs: Dior, Mercedes, Samsung, Zalando
Theme: fashion spans generations
6. Granny Guns — United States
Most-followed older female athlete (4.5 million followers)
Started fitness at 58, and began competing at 65
Oldest sponsored athlete in the US
7. Menopause Taylor (Barbara Taylor, M.D.) — United States
Former OB-GYN now menopause educator
Films educational videos for YouTube
8. Yan Ong — Singapore
69-year-old model
Began career due to silver hair
On the cover of Harper’s Bazaar Singapore
Founder of Fashion for Cancer Charity Show
9. Julie Hannah — United Kingdom
Former beauty editor turned fashion + lifestyle creator
Focus audience: women 50+
Runs second account: ScotStyleEditorHome
10. Olajumoke Adenowo — Nigeria
Architect
Founder of leading Nigerian firm AD Consulting
CNN + Guardian: Africa’s most influential female architect
Mentors 300 leaders across 6 continents
11. Jacqueline Hooton — United Kingdom
Fitness authority for midlife women
Author: Strong: The Definitive Guide to Active Ageing
Founder: Her Garden Gym
12. Jennifer Valentyne — Canada
TV and radio host turned content creator
3.5 million followers
13. Tracy Moore — Canada
Longtime Cityline TV host
Champion for equity, body positivity
Released special: More Connected with Tracy Moore
14. Nonna Elda & Alessandra — Canada
An 85-year-old cooking influencer and granddaughter
Theme: cooking from the heart, budget-friendly, and traditional
15. Aki & Koichi — United States
A couple sharing fashion and travel content
Designers worn: Loewe, Issey Miyake
16. Astrid Zeegen — United Kingdom
24 million monthly views
Content: style, confidence, and lifestyle
17. Renate McSherry — Canada
Fashion creator empowering 50+ community
Founder of Style Alive After 55
18. Cathy O’Connor — Ireland
Stylist and broadcaster
Runs @women_unbranded advocating for fashion inclusivity for 40+ women
19. Korean Grandma (Makrye Park) — South Korea
2.7 million followers
Co-founded beauty brand reii reii
20. Mia Maugé — United Kingdom
Model, activist, and writer
Disney’s first Black, middle-aged, silver-haired mermaid
First M&S 50+ lingerie model
21. Susan Ellen Jackson — Ireland
A beauty and interiors creator
Shows their home renovation journey
22. Erika Rischko — Germany
Fitness creator in her 80s
1.7 million followers
Focused on TRX, planks, and dance challenges
23. Rosie Nixon — United Kingdom
Former HELLO! Magazine Editor-in-Chief
Runs a retreat for career reinvention
Author of How To Reinvent Like A PRO
24. Deborah Joseph — United Kingdom
Former Editor-in-Chief of Glamour UK
Keynote moderator and author
Is writing a book on perfectionism and balance
25. Gerald Stratford — United Kingdom
Known as the “Veg King”
Gardener and author
Collaborated with Gucci, Burberry
26. Erica Ehm — Canada
Former MuchMusic VJ
Founder of Yummy Mummy Club
Speaker on leadership and reinvention
27. Valeria Sechi — Italy
A model who began their career at 50
Celebrates Sardinian matriarchal heritage
Believes grey hair is a symbol of authenticity
28. Darryl Postelnick — United States
Corporate exec turned viral cooking creator
3 million followers
Former Disney and Microsoft exec
29. Patti Roberts — United States
Content focuses on maturity, growth, elegant aging, and personal development
30. Angelique Miles — United States
Former ’90s music exec turned wellness creator
Featured in Oprah Daily, Tamron Hall
Beauty and longevity advocate
31. Claudia Fabian — United States
Makeup artist and esthetician
Advocates “Age Honoring”
2025 Sephora Squad member
Featured in a Times Square billboard
Resource
YouTube’s Annual Trends Report
YouTube just published its annual End of Year Culture & Trends Report for 2025.
The report includes a list of the top 10 most-subscribed creators, top trending topics, and top songs across numerous countries or regions.
In 2025, YouTube identified several surprising video content trends, including 3D printing, indie animation, and a dating show.
The year’s top creators included: MrBeast, CaylusBlox, IShowSpeed, and Double Date.
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