By 2030, one in six people worldwide will be aged 60 years or above, leading to a world where, for the first time in history, those aged 65+ will outnumber those under 15.
This will impact every sector and every country in ways that we are yet to fully comprehend, and products, services systems, policies, ideas and cities will need to adapt for longer lifespans.
How do cultural attitudes shape ageing experiences?
Would AI enhance the way we grow old?
How can our cities better serve centenarians?
Do you feel old?
Is retirement still relevant?
How do cultural attitudes shape ageing experiences?
Longevity is reshaping every industry, and preparing for it isn’t optional—it’s essential. Businesses that fail to adapt risk losing revenue, relevance and talent. Longer lives don’t just mean an ageing population; they mean a more diverse, multigenerational society with evolving workforce dynamics, consumer behaviours and market opportunities. Older demographics are not a single audience—they span different life stages, attitudes, needs and spending power. As a think tank, we help businesses and governments stay ahead by rethinking outdated models and embracing the longevity economy.
Are you ready to future-proof your strategy?
As life expectancy extends and careers lengthen, organisations face a critical choice: adapt to demographic shifts or risk losing valuable talent, institutional knowledge and competitive advantage. With shrinking workforces, embracing and retaining older employees is the only solution.
Our workshop addresses key strategies for managing a multi-generational workforce, including career and grief support, mid-life skills development and career change, age-positive recruitment, and alternatives to retirement. By embracing these strategies, organisations can better support their workforce and ensure long-term success.
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How well do you serve the 55+ customer? The time is now to rethink customer experience, store experience, product offerings and marketing to successfully engage the 'new old' customers and stay relevant across all generations.
Our workshop helps brands see the untapped potential in the longevity economy, guiding them to create new and improved products, offer inclusive retail experiences and ensure age-friendly digital services. By authentically representing older customers and understanding their unique needs, we help organisations reshape their strategies, unlock market potential, and foster long-term customer loyalty.
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Our in-depth brand audits uncover how your products, services and every customer touchpoint can better connect with the often overlooked but powerful older demographics–including what we call the “new old” customer: digitally savvy, discerning and redefining ageing.
Through analysis, stakeholder interviews and collaboration, we identify key gaps and hidden opportunities, unlocking ways to better serve ageing consumers.
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We are actively approaching local, state and national governments in Australia. Our advocacy focuses on shifting the emphasis away from aged care, health and burden to a more inclusive and empowering vision of ageing.
Through engagement with government representatives, we aim to drive meaningful change by sharing global insights, research, data and bold ideas. We foster open dialogue, challenge conventional thinking and offer creative, innovative and practical solutions.
POSITIVE AGEING
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Ali, could you please add 1-2 lines on data + question ?We are promoting active ageing in Australia through alignment with the WHO Age-Friendly Cities framework. Promoting longevity-friendly workplaces, preventative health programs and accessible public spaces that foster social interaction and physical activity for older Australians. It also calls for government investment in community-driven, intergenerational care models and infrastructure, ensuring older Australians can live independently, healthily, and actively.
INTERGENERATIONAL CONNECTIONS
Image credit: World Economic Forum.
With chronic workforce shortages in the care sector—set to worsen as Australia’s population ages—and 85% of Australians choosing to age in place (ABS 2021), alongside Deloitte Access Economics forecasting a 20% shortfall in aged care workers by 2050, how can we rethink and reshape the care economy to meet these growing demands?
We propose a national, government-led Time Bank that allows individuals to deposit time spent caring for the elderly in their youth, which can later be withdrawn when they themselves are in need of care or become ill.
LONGEVITY WORKFORCE
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Ali - could you please add 1-2 lines on data + question? We are calling for the establishment of an Australian incubator for AgeTech startups, focusing on the key pillars of aging—social, health, independent living and finance. With Asia’s aging population set to grow rapidly, especially in countries like Japan, China, South Korea, and Singapore, With the right investment, Australia has a unique opportunity to lead the AgeTech space and shape the future of longevity and quality of life in the region.
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