Cracking the generational code is often front-of-mind for marketers. However, each age group comes with its own quirks, values and habits that dictate how they vibe with content and brands. Nail these differences, and you’re not just marketing – you’re connecting. Miss them, and your message might as well be in Morse code. The creator economy is where this really shines – a playground where generational diversity isn’t just a thing; it’s the thing transforming how brands and audiences click.

When we think about the creator economy, it’s easy to default to younger demographics crafting TikToks in their bedrooms – I’m guilty of this. But that perception is evolving. The creator economy is no longer the playground of digital-first millennials and Gen Z alone – it’s becoming a multi-generational movement. From teenagers documenting their high-school milestones to retirees sharing life lessons, creators at every stage of life are carving out niches and connecting deeply with their audiences.

Working with supplement brands, I have seen how the category that is able to connect with audiences in a unique way through life-stage storytelling. This approach holds valuable lessons for industries like energy drinks or lifestyle products looking to diversify their appeal.

• Embed products in rituals: Successful brands position their offerings as essential parts of daily routines. From morning health shots to post-workout recovery drinks, creating a sense of ritual builds loyalty and ensures consistent use.
• Leverage storytelling: Authentic narratives create emotional connections. Whether it’s a retiree reclaiming their fitness journey or a young parent balancing work and wellness, we all know now that stories make brands memorable.
• Foster community: Social proof, such as user-generated content or testimonials, reinforces trust and encourages adoption. For example, probiotics brand Ritual turned scepticism into a strength, using converted customers to champion their products authentically.

A creator for every life stage 

The beauty of the creator economy lies in its versatility. Every stage of life brings unique experiences and stories, offering endless opportunities for connection. I’m finding this first hand as I have just become a new dad where overnight my content has changed, and suddenly I am now speaking to a whole new audience of new dads. 

Teenagers and young adults 

Gen Z creators like Charli D’Amelio have mastered the art of relatability, showcasing personal milestones like high school achievements or first steps into independence. Their content resonates because it mirrors the everyday challenges and joys of their audience. Platforms like TikTok provide the perfect space for them to connect through humour, creativity and shared experiences. 

Millennials and new parents 

Me!!!! For millennials, the journey often revolves around major life changes such as career transitions, marriage and parenthood. Creators like The Bucket List Family have captivated audiences by documenting family adventures, blending aspirational storytelling with practical advice (I need all the advice I can get right now). These creators offer a lens into balancing ambition and lifestyle, connecting deeply with others in the same life stage. 

Retirees and older creators 

Older generations are an increasingly vibrant part of the creator economy. Personally, I am loving this generation of creator. Influencers like Joan MacDonald, a 70+ fitness enthusiast, prove that age is no barrier to digital success. By sharing fitness tips, wellness routines and personal growth stories, they resonate with audiences looking for relatable and inspiring role models.

Why multi-generational creators matter 

For brands, engaging with creators across life stages isn’t just about expanding reach – it’s about building deeper, trust-based relationships. Partnering with diverse creators humanises brands, showing that they understand and value the experiences of all demographics.

Take L’Oréal, for example. By collaborating with older beauty influencers like Baddie Winkle and younger TikTok stars, they’ve successfully bridged generational divides, positioning themselves as inclusive and forward-thinking.

Similarly, a category we are well accustomed with - supplement brands have embraced the multi-generational approach, recognising that health is a universal concern. By working with creators who can speak authentically to respective audiences, these brands amplify their credibility and appeal.

As the creator economy matures, the possibilities for brands will only grow. Younger generations continue to innovate in how they share their lives, while older generations bring expertise, authenticity, and life experience to the table.

To succeed, brands must embrace a nuanced approach – one that recognises the distinct needs and preferences of each demographic. Investing in long-term, multi-generational creator partnerships can help brands adapt to evolving trends while maintaining relevance across age groups.

The creator economy is no longer confined to youth-centric platforms or content. It’s a rich, diverse ecosystem that spans generations, each with its own unique perspective. By tapping into this potential, brands have an opportunity to engage meaningfully, foster trust, and drive growth.

For marketers, the challenge is clear: to think beyond the surface and explore the depth of storytelling and connection that the creator economy offers. Whether it’s a teenage vlogger or a retired chef sharing recipes, the future of branding lies in embracing the full spectrum of human experience.