I believe that brands, culture, and society all win when we recognize the power of the 50+ consumer. As Founder, CEO, and CCO of Grace Creative, I lead one of the only marketing and advertising agencies helping brands grow by engaging the 50+ audience — a group that if they were their own country, would constitute the third largest economy in the world. At the center of this audience are women 50+, the key decision makers who make 95% of the household buying decisions and whose influence encompasses a wide multi-generational circle that includes their parents, children, grandchildren, and friends. Yet 91% of these super consumers say advertisers just don’t get them. Fortunately, Grace Creative does. I lead a team of award-winning brand creatives and strategists, powered by the lived experience and equanimity that highly seasoned talent brings to a company. Our multi-generational team offers both the gift of foresight, and the advantage of years of hindsight from years at big agencies. We know what this audience looks like, talks like, and spends like. We have the data, the experience, and most importantly, we know what matters to them and how brands can grow by engaging the most empowered consumer in history. As a result, my superpower is creating a brand voice that truly resonates.My work has taken me to the stage at the Fast Company Innovation Festival to an Annie Leibowitz campaign for Golden Door, the #1 Destination Spa in the World, to the Agency of Record for Seabourn, Ultra-Luxury Cruises and Expeditions, to projects for major menopause brands including Gennev and Kindra.Before founding Grace Creative, I developed award-winning creative campaigns for brands including Honda, Apple, and Pizza Hut during years at TBWA\Chiat\Day LA, BBDO and other major agencies.As an age activist, I have spoken on panels, podcasts, and in the media on rebranding aging. I founded the social media property Girls Gone 50 to authentically engage with the 50+ audience, and I created the viral Age Anthem social campaign that proved that age is NOT just a number, it’s what makes us a force! Reach me at: susan@gracecreativela.com