Web-savvy senior influencers are racking up millions of Instagram followers — along with mountains of cash and big brand deals.

Graninfluencers: The Latest Digital Marketing Trend

Though Baby Boomers hold more than $2.6 trillion in spending power and control 70% of all disposable income in the U.S., they are often overlooked by marketers, specifically when digital campaigns are created. That’s a lot of money that brands may be leaving on the table, and a massive cohort of shoppers left feeling ignored.