The rise of ‘granfluencers’: a powerful, untapped breed of tastemaker

• July 9, 2021
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By Chelsea Smyth, Sr. Account Manager, North Strategic

Just when you thought you’d heard every influencer term under the sun, enter the “granfluencer.”

They’re older, wiser and have tech-savvy grandkids.

A portmanteau of “grandparent” and “influencer,” the granfluencer is an inspiring new tastemaker class stealing the hearts of consumers. Fairly untouched by the pressures or influences of popular culture, granfluencers come with a certain kind of bold, shameless confidence that embodies the authenticity many brands seek.

Influencers have become an integral part of the marketing mix, with tastemaker advertising projected to become a $15 billion industry by 2022, according to Business Insider. As marketing professionals shift budgets towards this tried and true tactic, new personalities are gaining momentum. With apps like TikTok taking over, older age groups are also flocking to social media to keep their families updated, connect with friends and potentially generate viral content.

Take 73-year-old Joan MacDonald of Cobourg, Ont., who became a global phenomenon after her miraculous fitness transformation. A few years ago her daughter started @trainwithjoan, an Instagram account to document MacDonald’s fitness journey. In just four years, she amassed more than one million followers, one of those shiny blue check marks and some top-tier editorial coverage.

She still marvels at her newfound fame and the power of social media, telling CBC: “It’s remarkable that I can possibly influence people. It wasn’t to gain notoriety, but it ended up that way.” That’s what makes MacDonald so charming. Her content is honest, energizing and, most of all, inspiring for people of all ages. Many have expressed that they’ve shared her page with family and friends in hopes that they’ll start living their best life.

Then there’s 59-year-old Irvin Randle, a teacher turned style-and-sex icon. While it feels wrong to call him as a granfluencer (talk about youthful spirit), he has two grandchildren and has secured the title “#MrStealYourGrandma.” After his selfies went viral in 2016, the stylist, model and actor became a kind of “jack of all influencer trades.” He has been featured in notable lifestyle publications, including People, Cosmopolitan, Essence and TMZ, and coaches other men about self-esteem.

MacDonald and Randle are just two examples of this growing class of mature tastemaker, expanding the definition of what makes an influencer. More than ever, it is paramount for marketers to ensure that brand ambassadors are reflective and inclusive of all genders, races, sexualities and ages. “Brands truly need to show how they are walking the walk in 2021, particularly when it comes to diversity and inclusion,” as stated in a recent article by Forbes.

Granfluencers may feel too niche, but the “respect your elders” tradition in many cultures can hold a lot of power. One might argue that taking advice from a granfluencer is like calling your grandfather or grandmother for advice on hemming pants or baking a famous apple pie. While they are still a largely untapped resource, granfluencers could be part of an unexpected and creative strategy to differentiate a businesses from competitors.

Plus, who doesn’t get inspired when they see a grandma rocking a six-pack or a grandpa strutting down the runway?