There’s an untapped, socially active, digitally fluent cohort of consumers projected to spend $15 trillion annually by 2030 - yet they receive less than 10% of marketing attention. Most marketers aren’t just overlooking them; they’re underestimating them. It’s time for the 55+ generation to enter the team chat. In this myth-busting, live-on-stage showdown, we’ll bring brand leaders face-to-face with The Power 55, a new list of 55+ Creators curated by Edelman who are in the prime of their careers alongside some of the creators themselves! Through creator challenges, hot takes, and a few uncomfortable truths, we’ll dismantle stereotypes in real time and show why ignoring this demo might be a brand’s most expensive mistake yet.