GEN-X Women leading the Entrepreneurs Boom

This Forbes article hits hard and honestly, it’s about time.

Gen X women aren’t having a midlife crisis—they’re just getting started. Armed with decades of experience, clarity, and zero time for BS, they’re (cross out they're and write "we're")  launching businesses, rewriting rules, and finally doing it on their terms.

Why now? Because the traditional career path hasn’t delivered. After years of being passed over, pushed out, or burned out, these women aren’t waiting for a seat at the table. They’re building their own—and bringing others with them.
And here's the punchline: founders over 50 are twice as likely to build successful startups as those in their 20s or 30s. (Source: Kellogg School of Management, Northwestern University)

Our founder, Susan Lee Colby, launched this agency in her 50s, fueled by experience, purpose, and a fierce drive to change the game. She didn’t wait for an invitation—she built something better. And we’re proud to be part of the wave that’s redefining what leadership looks like at 50+.

The future of entrepreneurship is unapologetically 50+.

Grace Creative is a leading advertising agency redefining marketing to consumers 50+.