When it comes to the issue of longevity and the ageing population, there is so much talk and very little consumer-facing action. So it is always refreshing when I see evidence of a company that is actually responding in a positive way, to this inevitable change. According to this article in the Harvard Business Review, […]
Longevity
The problem with marketing today
This cartoon says it all. It’s just a pity that something this amusing can be so fundamentally, wrong.
Prudential puts words into deeds – scraps retirement age
There’s so much ‘hot air’ about the ageing population it’s good to see a company taking firm action for a change. Effective October 1st, 2018 Prudential Singapore has scrapped the statutory retirement age of 62. This gives its 1,100 employees the option to have extended careers to fulfil their personal and financial aspirations. With the lifting of the […]
Reebok China advertisement promotes longevity without really trying
While it may not have been Reeboks primary intention, I’m pretty sure this ad campaign will promote more age-inclusive thinking in China. Campaign magazine focussed on how the advert represents the brand’s drive to associate itself more with pull-up bars, kettlebells and medicine balls than basketball hoops. But what interested me is the positive use of younger […]
Intergenerational engagement – welcome to the ageless future.
Intergenerational engagement in society or in business is our future, so let’s get with it! In marketing terms, we’ve coined the phrase Lifetime Customer Experience, where products are created, marketed and sold to people regardless of their age. In a world where attitudes and behaviours are no longer defined by age, it makes sense that our world becomes […]
Reframing Ageing – Let’s talk longevity?
A few weeks ago I helped to run a collaborative innovation workshop in Singapore, themed around opportunities in ageing and longevity. The workshop was managed by Hugh Mason of JFDI and sponsored by BOSCH. It brought together a group of entrepreneurs and enterprises including Munich Re, BP, OCBC Bank, Singapore Press Holdings. The innovation output was […]
