Gen X creators find new openings in the UGC marketplace

More Generation X creators are moving into user-generated content as brands seek authentic, scalable marketing assets they can publish on their own channels. The shift comes as creator ad spend grows and UGC opens paid, flexible work for people balancing careers, caregiving, retirement or side businesses.

Why it matters: - Brands are increasing investment in creator-led marketing, and UGC gives them a way to buy authentic content without requiring creators to build large audiences. - The model creates paid opportunities for Generation X creators who may want flexible work that can fit around careers, caregiving, business ownership or retirement. - U.S. creator ad spend is projected to reach $37 billion in 2025, up 26% year over year, according to the Interactive Advertising Bureau's 2025 Creator Economy Ad Spend & Strategy Report. - The report also found that 48% of creator ad buyers consider creators a "must buy," showing how central creator content has become in marketing plans.

What happened: - More Generation X creators are entering the user-generated content marketplace as companies continue spending on creator-led marketing. - Jennifer Henczel said many brands care more about authentic creators than follower counts. - Henczel said brands pay creators to produce content that runs on the brands' own marketing channels.

The details: - UGC differs from influencer marketing because brands are paying for content production, not access to a creator's audience. - Many UGC jobs can be completed remotely and scheduled around a creator's existing responsibilities. - Some creators use personal brands to showcase work, build portfolios and show prospective clients their style. - The Vest Lady is one example of a Gen X UGC brand created by Jennifer Henczel. - The Vest Lady combines an Amazon Shop with UGC focused on functional fashion and lifestyle products. - Henczel also works with other brands as a UGC creator. - Generation X creators can bring experience, communication skills and purchasing insight across home improvement, travel, health and wellness, technology, fashion, financial services and family life. - Those traits can help produce content that feels credible, relatable and authentic.

Between the lines: - The Gen X angle reflects a broader shift in the creator economy, where brands may value trust and relevance as much as reach. - UGC opens the door for people who may not see themselves as traditional influencers, which expands the pool of available creators. - The emphasis on practical life experience suggests brands are looking for creators who can speak to everyday buying decisions, not just online trends.

What's next: - As creator ad spending grows, more brands are likely to expand UGC into their marketing mix. - Gen X creators may continue gaining traction as businesses look for scalable content that feels more authentic than polished ads. - Creators who package their work through personal brands and portfolios may be better positioned to win paid UGC deals.

The bottom line: - UGC is creating a new lane for Gen X creators, and the business case is getting stronger as brands chase authentic content at scale.