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.
Content.
The Voice of Gen X
FOR BRANDS
Sponsors & Partners
Partnering with brands to reach the 50+ market
"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."
I organically reach 2 to 3M people a month, 86% aged 45-65+ who already trust what I say.
Advanced Adulting exists in that gap.
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 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.
They're looking for people and companies that understand them.
Brands don't rent 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:
Partnerships & Collabs — Ongoing integrations, sponsored segments, and campaign tie-ins across platforms. → Explore
UGC + Brand Creative — Branded content shot in my voice, built for your own channels and paid spend. → Explore
Caregiving Partnerships — Ongoing integration with the Sandwich Generation audience, built into the content itself. → Explore
I work with brands that want to reach adults 45+ with more than an ad. Campaigns that put your brand in front of the 50+ consumer, through a voice they already trust. →
Together we create campaigns, conversations and content built around the real interests, problems and decisions shaping this stage of life — across financial services, healthcare, technology, home, travel, longevity, caregiving and beyond.
Explore Partnerships + Collaborations + Campaigns. →
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 work with brands to build awareness, credibility and conversation — not simply impressions.
Reach the generation with the money and the decision-making power. → See how
UGC
Branded content shot in my voice: product features, testimonials, and campaign clips built for your own channels and paid spend, not just mine.
Older consumers are everywhere in the marketplace.
They aren't always reflected in the creative being used to sell to them.
I create UGC and advertising content brands can use across social, paid media, whitelisting and their own channels — with a voice and perspective that actually feels like the customer they're trying to reach.
Explore UGC + Brand Creative →
The people buying your product don't always look like the people appearing in your ads.
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.
Real voice. Real life. No stock version of what getting older is supposed to look like.
Content and ads from someone who looks like your customer... because he is. → See how
Caregiving Partners
Caregiving isn't a niche issue anymore.
It's one of the defining realities facing adults in their 40s, 50s and 60s — often while they're still working, raising or supporting children and trying to manage their own lives.
I've built a substantial body of work and a highly engaged audience around caregiving, aging in place, senior care, independence and the difficult decisions families are suddenly expected to understand.
I help brands and organizations enter that conversation with credibility.
Caregiving is one of the defining realities of modern midlife.
Millions of adults are simultaneously managing their own lives, helping aging parents and continuing to support children — while making decisions about healthcare, home care, senior living, technology, financial services, transportation and more.
Caregiving has become one of the largest conversations within Advanced Adulting and one of the areas where I have built the deepest body of work.
I partner with organizations across the caregiving and aging ecosystem to help make complicated subjects understandable, human and relevant to the families actually making these decisions.
Explore Caregiving Partnerships →
63 million family caregivers. I've built the audience that trusts me with this. → See how
Ongoing integration with the Sandwich Generation audience: aging-in-place, home care, and caregiving brands built into the content itself, not just an ad read.
About Bradley
Fifth-generation West Texan. Started writing about Gen X in 1995, when JobSmarts for Twentysomethings became the first Gen X career book and landed on the Wall Street Journal bestseller list. Years in corporate and executive search followed, then Advanced Adulting, built from scratch. Five best-selling books. Based in San Diego.