{
  "id": 15885076,
  "title": "Influencers have a baby boomer problem",
  "url": "https://urgent.news/2026/10/21/influencers-have-a-baby-boomer-problem",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-21T11:45:01.000Z",
  "source": {
    "name": "Business Insider",
    "slug": "business-insider",
    "url": "https://www.businessinsider.com/baby-boomers-dont-trust-influencers-and-are-annoyed-charts-marketing-2026-10"
  },
  "original_language": "en",
  "account": "Influencers may face a generational hurdle in their efforts to reach baby boomers, according to a recent survey. Baby boomers, those born between 1946 and 1964, are less likely to trust influencer recommendations compared to younger generations. Just 31% of boomers expressed at least some level of trust in such recommendations, as opposed to 62% of Gen Zers and 64% of millennials. Moreover, two-fifths of the surveyed boomers reported their trust in influencers had declined over time. Brands seem to play a role in this disconnect, as they often overlook the potential of older consumers in influencer marketing. Jennifer Meehan, EVP at Edelman, explained that brands are fearful of losing potential customers to age groups other than the young. In fact, only a quarter of surveyed boomers said they engaged with influencer content, with the majority feeling annoyed rather than entertained. This discontent could be attributed to a lack of relatability in the content, as well as the age of the influencers. However, there are signs that brands can better connect with this demographic. Successful boomers who have gained substantial followings often share common interests and passions, such as music, art, or home improvement, which they leverage to build credibility. Brands must also be willing to invest time in nurturing relationships with boomers, as they may need more time to trust influencer recommendations and make purchases based on them.",
  "summary": "Baby boomers are scrolling. But they're not always thrilled by influencers. Brands are left with a conundrum: How do we get boomers to trust creators?",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}