Gen X drove $15.2 trillion in spending, yet brands overlook her. Emmy winners over 50, Forbes 50 Over 50 and the brands getting midlife marketing right.

Why is the most powerful consumer in America still being treated like she doesn't exist?

The GenX woman. She controls the wallet. She’s driving culture. She's rewriting what vitality, desire, and joy look like at 45, 50, 55 and beyond. And most brands are still looking right through her.

I'm Kerry Stranman — a brand strategist, GenX woman, and marketing veteran who has spent 30 years helping brands find and express their most powerful human truth. I'm launching Midlife Magic because this consumer is my professional passion and my lived reality. And the gap between what the data says about her and how she's actually treated by brands and culture is a major opportunity.