5 Things You Need to Know about Granfluencers

March 3, 2021
Annette Maggi
Trends

By RDBA Executive Director Annette Maggi, MS, RDN, LD, FAND

There are times when a new term comes across my desk and really captures my attention. This week it was granfluencers, and as I dug deeper, the expanded terms – Instagrannies, Power to the Grey -- drew me further in. What’s clear in my research is that understanding and leveraging granfluencers can be a powerful way for retail RDs to market their programs and services. Here are five things you need to know about granfluencers.

#1: Influencers aren’t always under 40.

While social media has started and expanded as a tool of younger generations, grandmothers are becoming some of the top influencers on Instagram and even Tik Tok. But these aren’t your stereotypical grandmothers. Granfluencers are showing younger audiences how to live their best lives. Don’t think the action is all about grannies, either, as Baby Boomer men are having an impact, too.

#2: Baby Boomers control 70% of disposable income in the U.S.

As marketing has shifted focus to Millennials and younger generations, it feels like this is a point that’s been lost.  In additional to disposable income, they have time available and are engaged in their own health, making granfluencers the perfect group to promote your programs to their friends. Find local granfluencers and invite them in for a free service. Suggest a virtual class or lesson for them and their friends, charging a group rate, but offering individual follow-up options as a post-event suggestion. Or suggest multi-generational services with granfluencers and their daughters, granddaughters, and great granddaughters.

#3: Misconceptions Abound About Baby Boomers

There’s a misconception that older adults aren’t interested in learning about new trends, which makes brands less likely to market to them. But Boomers have time and money, are becoming more tech savvy, and are building their own personal brands in social media. For all these reasons, they’re the perfect partner to promote your programs and services. 

#4: Shoppers Crave Authenticity in the Wake of 2020

It’s been a year – the pandemic that continues, economic hardship, a turbulent election cycle, winter storms ravaging the South. Amidst the pandemonium, consumers crave what’s real and authentic. What’s more authentic than a grandma trying the latest TikTok challenge? Or a real life story about a grandfather who changed his life through the help of a RD at his local supermarket?

#5 Granfluencers Add Gravitas

Granflucers show that you can be fabulous whatever your age. They are a voice of wisdom and experience, which consumers of all ages are craving and heeding these days. They are inspiring every generation to grab life with both hands and live it to the fullest, no matter your age. They’re definitely an influencer who can take help improve your health and wellness brand.