75 is the New 55
This is the first article in a series by Kate Gardner titled, The Age Advantage. Find the rest of the articles in the series here!
“Workers age 75 and older are the fastest-growing age group in the workforce.” True or False?
That simple AARP headline validated my continued passion and participation in our direct selling community and inspired a few thoughts worth sharing… particularly given the volumes of collegial conversation surrounding “modest to endangered” recruiting activity! Oh, yes… the answer, btw, is TRUE!
America’s workforce is graying… and thriving! AARP’s statement draws from the Pew Research Center’s analysis of U.S. Census and Bureau of Labor Statistics data stating that workers aged 75 and older are now the fastest-growing age group in the labor force. That’s impressive!
The BLS projects that this segment will nearly double by 2033, driven by longer life expectancy, better health and shifting financial needs.
For the direct selling industry, this demographic shift isn’t a challenge; it’s an extraordinary opportunity.
Seniors bring experience rich in deep relationship networks, credibility and a lifetime of problem-solving skills… core assets in the direct selling relationship-driven business model. Many retirees or semi-retirees are seeking purposeful, flexible work that allows them to stay active and connected while supplementing income. Direct selling, with its emphasis on mentorship, autonomy and community, aligns beautifully with these motivations.
To engage this expanding pool of talent, and reshape perceptions of age and entrepreneurship, companies should consider the following:
Tailor onboarding and recognition programs to meet mature workers where they are.
Provid a simplified suite of digital and social media tools.
Offer peer-based training and messaging that celebrates the age advantage of life experience over “hustle culture.”
Share stories that highlight successful senior distributor entrepreneurs who blend social connection with supplemental income.
“Experience, empathy and purpose are timeless selling tools.”
Forward-thinking direct selling organizations are already seeing results by building a “Gen-Blend” culture that pair tech-savvy younger sellers with seasoned mentors. This dynamic not only strengthens the company’s “entrepreneurial ethos,” but it also broadens consumer reach and brand awareness across multiple generations. As the population continues to age, the most agile companies will view older workers not as a niche, rather as a vibrant engine of growth… proof that experience, empathy and purpose are timeless selling tools. In an era when 75 is the new 55, the future of entrepreneurship may look a lot more seasoned—and a lot more human.
Take that, AI!
Other Articles You May Enjoy
