Purple Clover is an English language news and lifestyle online magazine aimed at an audience 50 years and older.

The site features content tailored to the interests of people aged 50 and above, especially younger Baby boomers and older members of Generation X.

"[4] A feature of Purple Clover is "What's Goin' On," a short take on current news and popular stories, published throughout the day.

Major content is divided into these sections: Relationships, Entertainment, Lifestyle, Health, Work, Money, and Life Reimagined.

[5] Purple Clover seeks active engagement with readers on its Facebook page, which is now approaching 8 million fans.