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The Big Shift


BRANDS FIND A NEW WAY TO REACH MANY CONSUMERS: OLDER WOMEN


MORE OLDER WOMEN ARE SOCIAL MEDIA INFLUENCERS, AND YOUNG PEOPLE LOVE THEM

By Britt Peterson
January 16, 2024 at 5:00 a.m. EST
(Illustration by Simone Noronha for The Washington Post)

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Stephanie Glover, 61, never intended to become a social media influencer.

“I was very dissatisfied by the portrayal of women over 50 because it did not
speak to the way I saw myself,” Glover said, explaining why she began posting
photos in 2016 of her classic chic Southern lifestyle, first on WordPress and
then on Instagram as @hautegreyfox. Brands such as Serena and Lily, J. Crew, and
Target noticed her posts, and within a few years Glover had not only earned
11,000 loyal followers but $20,000 a year from her new side hustle.


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