The Cloak of Invisibility Starts Sooner Than You Think
Marketers have been perpetuating the myth that once consumers hit 50, they fade into irrelevance. But invisibility doesn’t wait for 50. It creeps in during our 40s, long before the “mature” label gets slapped on and brands begin bypassing us in favor of younger audiences.
This is a costly crisis of disconnection.
Our GRWN™ Culture Check survey confirmed what many already feel:
- Nearly half of respondents said they felt invisible this past year, especially at work.
- One in three called out fashion and beauty as the industries getting age representation the most wrong.
- And only 3% of adults 50+ said they feel truly seen in advertising.
If cultural invisibility starts in our 40s, consumers in their 50s have already emotionally disengaged from brands that don’t truly speak to them. And that’s a dangerous loss because they drive trillions in spending, lead intergenerational decision-making, and are ascending with ambition, style, and purpose.
When you think about it, these marketing missteps are actually a systemic failure to reflect, respect, and resonate with one of the most influential consumer segments alive.
That’s why we developed GRWN™, a strategic marketing and communications toolkit that helps brands fuel Growth by staying Relevant, communicating with Wisdom, and
leading with Nuance in how they engage today’s powerful 50+ consumer. We decode what it means to be 50+ today through lived insight, creative provocation, and practical tools for marketers who are ready to do better.
Our four-pillar process engages the following:
- Renaissance Strategy™ helps brands align with the reinvention and ambition that defines today’s 50+ consumer, mind, body and attitude.
- Influence Mapping™ pinpoints how this audience drives trends, culture, and spending far beyond their own demographic.
- Cross-Generational Amplification™ ensures brand messaging resonates across age groups without flattening identity or impact.
- The AI-powered brand love index analyzes how the competitive set performs against bespoke brand metrics.
GRWN™ is a sprinted reframing experience designed to push past outdated assumptions to deliver ideas and messaging that lands. No fluff. Just results.
GRWN™ is about innovation. Because if you’re still treating 50+ consumers as leftovers instead of cultural leaders, your brand is already behind and falling further every day.
Ready to grow up with your audience? Visit covertoncomms.com/GRWN and let’s build something together that reflects real people, drives real growth, and doesn’t miss the moment.
Cheryl Overton Communications
2020 North Bayshore Drive #TH101
Miami, FL 33137
