FOR BRANDS

Why me

I'm not acting like your customer. I am your customer. I'm 60, I've got three grown kids, I deal with the same aches, money questions and tech headaches as the people you're trying to reach. When I say something works, my audience knows I'd tell them if it didn't.

"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."

The grown-ups are buying. Nobody's talking to them.

50%+ of U.S. consumer spending comes from adults 50+ · 5 to 10% of marketing budgets go to them · 86%say brands misunderstand them

I fill that gap. My audience is 83% aged 45 to 65+, 2 to 3M people a month who already trust what I say.

How to reach the group with the largest spending power of any demographic.

A MARKET WITH MONEY. INFLUENCE. AND A VOICE.

Gen X is now the highest-spending generation globally.

Americans 50+ drive more than half of U.S. consumer spending.

Nearly half of Americans in their 50s are part of the sandwich generation.

Yet only a fraction of marketing dollars are directed toward them.

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.

Half the spending. A tenth of the budget.

Adults 50+ drive more than half of U.S. consumer spending... and get roughly 10% of the marketing. I'm Bradley Richardson, and I talk to them every single day.

THE AUDIENCE BRANDS CAN’T AFFORD TO OVERLOOK

Adults 45+ are among the most valuable consumers in the market — controlling the majority of U.S. wealth, driving more than half of consumer spending, and making purchasing decisions not only for themselves, but often for their children and aging parents.

And they remain dramatically underrepresented in advertising and marketing.

Advanced Adulting reaches them differently.

I’ve built an audience of more than 350,000 across platforms by talking about what life after 45 actually feels like — aging, money, health, caregiving, relationships, reinvention, loss, independence and what comes next.

Not as an expert telling people how to live.

As someone living it alongside them.

That trust gives brands a way into a market that is enormous, influential and often difficult to reach authentically.

YOUR NEXT CUSTOMER PROBABLY ISN’T 27.

Marketers have spent decades chasing younger consumers.

Meanwhile, adults 45+ control most of America's wealth, account for more than half of consumer spending and increasingly make decisions for multiple generations at once.

Gen X alone is now the highest-spending generation in the world.

Yet this audience remains dramatically under-marketed — and often poorly represented when brands do try to reach them.

That's where Advanced Adulting comes in.

More than 350,000 people across platforms 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.

Reach is rented, Trust isn’t

Brand Partnerships & Custom Collaborations

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.

Partnerships + Sponsorships →

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

CAREGIVING + AGING

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 + Aging Partnerships →

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

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.

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

For Agencies

Trusted by 66 brands in a variety of industries, including Pfizer, A Place for Mom, LegalZoom, Medical Guardian, Senior Helpers, University of Phoenix and 55 Places.