You may never have heard of Aki and Koichi, but this sartorial couple in their 70s from California are a hit on social media. They are part of a wave of influencers who are going viral in their 50s, 60s and beyond.

After years of Boomer bashing, it’s the ultimate flex. From fashion to beauty to fitness and lifestyle, the rise of the silver content creator is sending a powerful message: age is no barrier to cachet.

These trendsetters are a much-needed counterpoint to the youth-obsessed, anti-ageing culture whose overriding narrative has been that our worth diminishes with every passing year.

They are not only a potent spending force, due to the substantial net worth they’ve accumulated (Australia’s roughly $3 trillion pension pool is on track to become the second-largest in the world), but are helping redefine what we associate with ageing. With graduates finding it harder to get a job, perhaps it’s no surprise that after a long time of catering to Gen Z and Millennials, brands are courting mature-age and retired digital creators with money in their pockets and huge online followers.

But more importantly, this phenomenon is providing an avenue for women – who continue to face gendered discrimination in employment (it’s extraordinary that we’re even debating whether they’ve ruined the workplace) – to reclaim their........

© The Sydney Morning Herald