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

Barak Libai et al.

California Management Review2026https://doi.org/10.1177/00081256261422711article
AJG 3ABDC A
Weight
0.50

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.

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https://doi.org/https://doi.org/10.1177/00081256261422711

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@article{barak2026,
  title        = {{Silver Economy Influencers: Unlocking the Untapped Potential of Mature Content Creators}},
  author       = {Barak Libai et al.},
  journal      = {California Management Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/00081256261422711},
}

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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.