Join Adelcious to delve into the often-overlooked potential of the over-55 demographic in the marketing arena. Recent research by Wavemaker and On Device Research highlights a stark underrepresentation of this age group in media and advertising, despite their substantial economic power and presence on platforms like TikTok. We'll explore how authenticity and relatable content from age-similar creators can significantly enhance engagement and brand loyalty among this audience. And, with the over-55s poised to continue dominate consumer spending in the years ahead, this discussion will underscore the importance of long-term strategies in cultivating this golden demographic through mediums like podcasting, where they are increasingly active and responsive.