We often blame Gen Z for the current obsession with self-promotion, thinking that influencers are a new, purely digital phenomenon. However, the blueprint for this behavior was drawn decades ago. In reality, Baby Boomers laid the groundwork for the lifestyle branding we see today.
They were the first generation to monetize their homes, bodies, and opinions on a massive scale. Although the technology has changed, the hustle remains exactly the same. Consequently, modern content creators are simply following a path cut by their parents and grandparents. Here is how Boomers invented influencer culture.
Tupperware Parties: The Original MLM
Before Instagram affiliate links existed, there were Tupperware parties. Women gathered friends to demonstrate and sell products, using their social circles to generate income. This dynamic effectively blurred the line between friendship and sales. In essence, it was the first wave of “hey girly” marketing. Furthermore, they turned their living rooms into showrooms, proving that domestic life could be profitable.
Jane Fonda: The First Fitness Influencer
Jane Fonda didn’t just make workout videos; she built an empire. By selling a lifestyle of health and beauty to millions, she became the prototype for modern wellness gurus. Her tapes were the original “Get Ready With Me” content. Moreover, she proved that personality sells products better than features do. People bought the tapes to be like her, not just to exercise. Therefore, every fitness YouTuber today owes her a debt.
Keeping Up With the Joneses
Boomers perfected the art of competitive consumption. They signaled status through cars, lawns, and appliances. In many ways, it was a physical version of a curated Instagram feed. Neighbors watched each other closely to see what to buy next. This social pressure drove trends and spending effectively. It was viral marketing long before the internet existed.
Daytime Talk Shows
Oprah and Donahue were the original influencers. If Oprah recommended a book, it sold out instantly. Notably, her “Favorite Things” list was the ultimate brand deal. Audiences trusted these hosts like best friends, listening to their advice daily. As a result, they shaped public opinion on everything from beef to spirituality. They held the power of a million TikTokers combined.
Televangelists and Mega Churches
TV preachers mastered the art of building a loyal following. They asked for donations and promised blessings in return, building massive personal brands around charisma. Furthermore, they used media to reach millions of homes, bypassing traditional barriers. Their scandals and triumphs played out publicly, just like modern drama channels. They understood parasocial relationships perfectly.
Diet Culture Gurus
Weight Watchers and Atkins created cult-like followings. Charismatic leaders sold books, meals, and meetings to eager audiences. They promised a better version of yourself for a price. Additionally, they used before-and-after photos to prove results. This visual proof is now a staple of Instagram fitness. Ultimately, they monetized insecurity effectively.
The Supermodel Era
Boomers elevated models to celebrity status. Cindy Crawford and Naomi Campbell became brands themselves, launching cafes, workouts, and clothing lines. They moved beyond just wearing clothes to selling a persona. Consequently, they proved a face could launch a thousand products. They were the first true “It Girls” who could sell anything simply by holding it.
QVC and Home Shopping Network
These channels ran 24/7 unboxing videos. Hosts chatted with viewers while selling jewelry and gadgets, creating a sense of urgency and community. Viewers called in just to talk to the host, seeking connection. This was interactive, live commerce in its purest form. Similarly, TikTok Shop is just the modern version of this format.
The Hustle Never Changed
The medium shifts, but the game is identical. Boomers invented influencer culture by mixing social connection with commerce. Today, we are just scrolling instead of watching cable or hosting parties. Therefore, we should credit the pioneers of the personal brand.
Do you see the resemblance between QVC and TikTok? Tell me your thoughts below!
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