Marketers love chasing Gen Z. But here’s the trillions-of-dollars blind spot:

Gen X and Boomers control nearly 70% of U.S. disposable income and outspend younger generations in nearly every major category — alcohol, beauty, travel, finance, and more.

So why are brands still ignoring them?

In this episode, I sit down with Brent Rivard, founder and CEO of Geezer Creative, an agency built on a radical idea: the “forgotten generation” isn’t just relevant — they’re the growth engine brands are missing.

We unpack how the ad industry’s obsession with youth culture has aged itself out of opportunity, what’s at stake for marketers, and how Gen X and Boomers are reshaping the creative economy.

You’ll also hear shocking stats about how the industry treats its veterans, the challenges older professionals face in a rapidly evolving gig economy, and why AI is becoming a make-or-break skill for creative professionals of every generation.

Because if brands keep underestimating us, that’s on them. But if we underestimate ourselves? That’s on us.

The creative economy is shifting fast — from AI to the rise of the gig economy — and this conversation will give you a fresh (and dare I say slightly rebellious?) perspective on where your experience fits next.

“The last thing the world needed was another ad agency, so we opened one. But we didn't just open one–we opened one that has a point of view.” 

~ Brent Rivard

In This Episode:

-Ageism in the advertising industry

-Why Gen X consumers are crucial for marketing success

-Geezer Creative’s approach to Gen X-centered marketing

-The advantage of intergenerational marketing teams

-Adapting to the gig economy in the creative space

-Shifting client priorities and how agencies can adapt

-AI and its impact on the creative industry

-Encouraging older professionals to embrace new opportunities

-Creative solutions for dealing with layoffs and market shifts

And much more!

Resources:

-Free Guide to LinkedIn Job Hunting for the 40+ Crew - https://www.itgetslateearly.com/job-guide

-The Gen X Career Meltdown - https://www.nytimes.com/interactive/2025/03/28/style/gen-x-creative-work.html

Connect with Brent Rivard and Geezer Creative:

-Brent Rivard LinkedIn: https://www.linkedin.com/in/brent-rivard-7ba8b37/

-Geezer Creative LinkedIn - https://www.linkedin.com/company/geezer-creative/

-Website: https://www.geezercreative.com/

Connect with Maureen Clough:

-LinkedIn: maureenwclough - https://www.linkedin.com/in/maureenwclough/

-Website: itgetslateearly.com - https://www.itgetslateearly.com/

-Instagram: @itgetslateearly - https://www.instagram.com/itgetslateearly/

-YouTube: @itgetslateearly - https://www.youtube.com/channel/UCGrHwk-y7ERaq7bCSjZYf1A?sub_confirmation=1

-Facebook: It Gets Late Early - https://www.facebook.com/people/It-gets-late-early/100088694515585/