Gen X, currently aged 45-60, will have the highest spending power globally by 2025, surpassing younger generations in disposable income. Businesses targeting demographics should focus on age diversity, utilizing older creatives who can offer insights into this lucrative market. Older creatives adapt to new technology and manage economic shifts while building trust with clients. Examples of senior creatives thriving in the industry showcase the importance of valuing their experience. The industry must celebrate and amplify the contributions of older creatives to maintain relevance and inspiration.
The obsession with targeting Gen Z is a bit of a red herring; Gen X is poised to be the highest spending generation globally in 2025 due to their greater disposable income.
Older creatives have valuable insights into untapped consumer groups and are essential in creative teams, providing experience and fostering trust with clients.
In a youth-obsessed industry, older creatives carry portfolios bursting with decades of diverse experience and have adapted to emerging technologies throughout their careers.
Celebrating the wisdom of senior creatives is crucial; it’s important to ensure visibility and diversity in age among creative professionals at events and on social media.
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