The things we're all thinking, but nobody's saying about being 50+
Advanced Adulting is life after 50, life after 60... the next version of us. Midlife, reinvention, aging parents, getting older out loud, no filter. The things that we all experience but were never prepared for until we’re living it.
Bradley Richardson, Advanced Adulting.
Real, Relatable Content for “grown a** adults”
“too old to be young, too young to be old.”
If that’s you… you’re my people.
Daily, unscripted video about what it actually feels like to get older… the money, the health, the parents, the relationships, the questioning what's next, the good, the bad, and more… with no filter.
I'm not some guy who picked up a ring light at 58 and decided he'd try making content as an ego trip. I'm an OG... I've been saying what we're all feeling, and connecting the dots for this generation, for thirty years, since I wrote my first book for us (Gen X) when we were in our twenties and I had hair.
Direct. Relatable. No BS, no aspirational fake-influencer act, no "coaching," no "5-step plans to maximize your life," no "look at me" highlight reel, no "thought leader" garbage... just the real thing, from someone who is living it with you.
I say the quiet parts out loud.
It's the real stuff we think, feel, and go through as we get older, the things that hit all of us regardless of background, gender, or geography. Told straight forward, direct, tell it like it is Texan voice. Sometimes a little rough around the edges. Always relatable.
If at some point you say, "Yeah, that's me, I feel that way too. He just said it." then I've done my job.
FOR BRANDS
Sponsors & Partners
Partnering with brands to reach the 50+ market
INSTAGRAM 210,000 TIKTOK 91,000 FACEBOOK 18,000 YOUTUBE 15,000
86% Age 45-65+ | Avg. Mo Reach 2-3M Monthly
People 50+ drive more than half of U.S. consumer spending and hold about 78% of household wealth, yet they get roughly 10% of marketing budgets, and only 3% feel seen in ads.
That gap is the opportunity, and I'm already talking to them.
Advanced Adulting exists in that gap.
I organically reach 2 to 3M people a month, 86% aged 45-65+ who already trust what I say.
I understand this audience because I am part of it.
And every day, they're telling me exactly what matters to them.
They follow my conversations & content about what this stage of life actually feels like: health, money, aging, caregiving, relationships, independence, reinvention and figuring out whatever comes next.
They're not looking for another brand telling them how to age or that they need to play pickleball, shuffle dance or mail it in because time’s passed them by.
They still feel, live, and THEY STILL BUY THINGS.
As the “Sandwich Generation” they influence purchasing for THREE generations. (kids, themselves & senior parents)
The original skeptics, loyal but quick to call out BS and anything fake, they're looking for people and companies that understand them.
Brands don't rent their trust, they partner into it.
I've spent thirty years earning this audience's trust since Gen X started it’s careers in the 90s
Three ways to work together
Brand Partnerships, Custom Campaigns & Collaborations
Reach the generation with the money and the decision-making power. Strategic partnerships designed to introduce brands, products and services to adults 45+ through content that feels relevant to their actual lives. From financial services, health and wellness to technology, travel, home, longevity, senior services, and more, I build awareness, credibility, and conversation, not simply impressions.
EXPLORE → Partnerships + Collaborations + Campaigns. Examples, Case Studies, Testimonials
UGC +Whitelisting
Branded content shot in my voice, built for your own channels or paid spend. I create authentic UGC, commercials, and brand creative specifically for the 45+ consumer, content brands can use across their own social channels, advertising, paid campaigns, and whitelisted media.
EXPLORE → UGC + Brand Creative Examples, Case Studies, Testimonials
Caregiving Partnerships
Ongoing integration with the Sandwich Generation audience: aging-in-place, agetech, home care, and caregiving brands. Caregiving has become one of the largest conversations within Advanced Adulting, and one of the areas where I've built the deepest body of work.
EXPLORE → Caregiving Partnerships Examples, Case Studies, Testimonials
About Bradley & Advanced Adulting
Thirty years ago, I wrote one of the first career books for Gen X.
Thirty years later, I'm still talking to the same generation.
The questions have changed.
The uncertainty hasn't.
Back then, we were talking about first jobs, careers, and figuring out adulthood.
Today, we're talking about what this stage of life really feels like.
Aging parents.
Career changes.
Relationships.
Health.
Retirement.
Starting over.
Figuring out what the next version of us looks like.
And trying to figure out what the hell comes next.
That's what Advanced Adulting is.
The things we're all thinking... but nobody's saying.
Today, Advanced Adulting reaches 2-3 million adults 45-65+ monthly through social media, video, podcasting, speaking, community, and brand partnerships.
I create content, conversations, and collaborations that help people navigate this stage of life while helping brands connect with adults 45+ through stories, observations, conversations, and real life.
Personal Facts
Fifth-generation Texan, born and raised in West Texas
One of the original Gen Xers... started writing about the generation in 1995, back when they were labeled "slackers"
Wrote JobSmarts for Twentysomethings (Random House), the first Gen X career book and a Wall Street Journal bestseller
Years in corporate and executive search, including work with AT&T, PwC, and Southwest Airlines, then built Advanced Adulting from scratch
Five best-selling books
Former D-1 athlete, Oklahoma Sooners
National press: Good Morning America, CNN, NPR, Wall Street Journal
Father of three
Boots are my roots... sneakers and flip flops are my everyday.
Loves pitbulls
Based in San Diego