Industry Insight
The Power of the 40+ Audience
This audience isn't niche — it's one of the most commercially powerful groups today.
$15 Trillion
55+ consumers control more than half of global spending — projected to reach $15 trillion annually by 2030.
<10%
Despite this, they receive less than 10% of total marketing investment.
Major Force
They are not a niche audience — they are a major commercial force.
Today's 55+ consumers are digital, discerning, and in the prime of their lives. From finance to beauty, wellness to lifestyle, they value authenticity, trust, and lived experience — making them highly responsive to relatable content.
Source: Edelman – The Power of 55
Built for the Overlooked Generation
Built to solve a growing problem - brands across the UK and Europe are struggling to find relatable UGC creators aged 40+ (late millennials, Gen X, and boomers), while talented creators in this demographic are being overlooked.
We bridge that gap. Our curated network connects UK and European brands with the most trusted, authentic voices in the 40+ demographic — the creators your audience actually listens to.
Two Sides. One Platform.
Creators
- Aged 40+ — late millennials, Gen X, and boomers
- Based in the UK or Europe
- UGC creators, content creators, individuals & couples
- Beginners and experienced creators alike
Brands
- UK and European brands and agencies looking to connect with creators aged 40+
- E-commerce and service-based brands targeting a 40+ audience
- Brands who understand that trust, relatability, and life experience drive conversions
- Marketing teams looking for authentic, high-converting content from real people aged 40+
How It Works
Creators Join
Creators apply and build their profile with sample videos and key details.
Brands Browse
Brands register and explore our curated creator directory with powerful filters.
Shortlist
Brands shortlist their favourite creators and submit a project brief.
We Manage It
The Buzz handles matching, outreach, and project coordination end-to-end.