Brand Management - Growing Your Brand: How to Profit from The New Longevity

Growing Your Brand: How to Profit from The New Longevity

We’ve all heard the stats.

Americans 50+ are responsible for more than half of consumer spending in the United States.

If Americans aged 50+ were their own country, they’d be the third-largest economy in the world.

According to one source, consumers aged 50 and up contribute $8.3tn each year in economic activity to the US economy, with a GDP that’s expected to triple by 2050.

And yet… most marketers still have their heads in the sand.

Join us on October 29 in New York City as we take a quick plunge into “the new longevity” with the ROAR forward team and brands embracing the 50+ segment to grow their businesses.

Networking Breakfast (8:30 – 9:00 a.m. ET)

SESSION I. WHY THE NEW LONGEVITY SHOULD MATTER TO YOUR BRAND (9:00 – 9:30 a.m.ET) 
People are living longer, healthier lives than ever creating a new opportunity by focusing on the new 50+ year old consumer. Changing attitudes, behaviors and an eroding brand loyalty in combination with massive spending power has made this segment a new growth market. This has enormous implications for brands' strategy, targeting, messaging targeting and talent, but most brands are ignoring these realities and sticking with what has worked in the past. Find out the facts and implications behind these critical demographic trends - and how your brand can ride the wave.

Speaker:
Michael Clinton, CEO & Founder - ROAR forward

SESSION II. DOVE’S “BEAUTY NEVER GETS OLD” CAMPAIGN BLENDS PURPOSE WITH PRODUCT (9:30 – 10:00 a.m.ET)
Unilever flips the idea of ageism on its head by poking fun at the idea that Dove is a product for your grandmother. That may be true… if your grandma is a fashionista, a yoga master, a pool hustler, or a style icon. Beauty – and living life – never gets old.

Speaker: 
Divya Raghavan, Senior Brand Director, Dove Innovation and Equity - Unilever

SESSION III. FROM RETIREMENT RETAIL TO AGE OF POSSIBILITY – QVC’s CULTURAL COMEBACK (10:00 – 10:30 a.m. ET)

Although QVC had evolved into a modern shopping network with digital, streaming, and social platforms, it was still seen as “retirement retail” — outdated and out of touch. This perception mirrored how society sees women 50+, who make up 84% of QVC’s shoppers. Enter the Age of Possibility platform, created to change these perceptions. Our mission: to reframe life for women 50+ as an era of opportunities and position QVC as the only major retailer that truly supports and celebrates them — not just as a marketing ploy, but as part of our core mission.

Speaker:
Diane Epstein, EVP, Business Consulting - Dentsu Creative

Break  (10:30 – 10:45 a.m. ET)

SESSION IV. MEET THE RE-IMAGINEERS (10:45 – 11:00 a.m. ET)
What can we infer about the future from the vanguard of todays adults 50+?  See highlights from ROAR forward's original research about Re-Imagineers, the 1/3 of adults 50+ who demonstrate how significantly the current 50+ population differs from prior generations. 

Speaker: 
Ellen Oppenheim, Consultant - ROAR Forward

SESSION V. EMPATHY-DRIVEN MARKETING FOR THE RETIREMENT JOURNEY (11:00 – 11:30 a.m. ET)

To create meaningful connections, we must understand the unique challenges our customers face. This session will explore how health and wealth are increasingly intertwined – especially for individuals transitioning to retirement. This transitional phase of life takes much more than financial planning to get it right.  There are emotional, mental, and physical health factors that influence decisions, including retirement timing, that ultimately impact long-term outcomes. Marketers will learn more about the needs of this demographic cohort, along with opportunities for brands to show empathy, build trust, and drive engagement in new ways.

Speaker: 
Kerry Sette, Vice President and Head of Consumer Insights & Research - Voya Financial

SESSION VI. DISCOVERING THEIR NEXT BEAUTIFUL TRAVEL STORY: THE 50+ DEMOGRAPHIC (11:30 – 12:00 p.m. ET)
Oceania Cruises is committed to offering the highest quality cruise vacation for discerning travelers, and today’s 50+ audience is crucial to the company’s success. In addition to insight into Oceania’s experience, attendees will learn what makes the 50+ demo one of the best to consider, along with marketing trends and initiatives on the horizon in the year ahead that will be important to marketers seeking a 50+ audience.

Speaker: 
Alyce Panico, Chief Executive Officer - Luxe Collective Group

Lunch/Wrap-up (12:00 – 1:00 p.m. ET)

**Schedule subject to change

SPEAKER BIOS 

Michael Clinton, CEO & FOUNDER - ROAR forward 

Michael Clinton is an author, thought leader, and keynote speaker on the evolving personal and business effects of the New Longevity. His most recent book is ROAR Into The Second Half of Your Life. He is also a writer-at-large for Esquire and a regular contributor to Men’s Health. The former president and publishing director of Hearst Magazines, he now serves as both the CEO and founder of ROAR forward and a special media advisor to the CEO of Hearst Corporation. As a re-imagineer himself, Michael is also a published photographer, a traveler to 126 countries, a marathoner. a pilot, CEO of a non-profit foundation, a co-owner of a vineyard in Argentina, and holder of multiple degrees. He has won multiple awards for his support of the media industry and for his work in the New Longevity.

Ellen Oppenheim, Founder - Oppenheim Media Consulting
Ellen Oppenheim, founder of Oppenheim Media Consulting, leverages her varied experience to bring a 360º perspective to her consultancy with clients that span marketing, media, advertising and non-profit organizations. She currently works with ROAR forward to help companies understand and transition successfully to The New Longevity. Ellen serves on multiple non-profit boards and has held multiple leadership roles at organizations including FCB New York, Time Magazine, The MPA and The ARF. 

Diane Epstein, EVP, Business Consulting - Dentsu Creative

Diane is an innovative business strategist with a South African accent, an American passport and a global perspective. When her ambition outgrew local opportunities in South Africa, she moved to New York with two suitcases and a resume… and never looked back.

Diane joined Dentsu Creative (formerly mcgarrybowen) in 2016 and leads the agency’s business consulting practice. Her career spans multiple global brands, including American Express, HSBC, Microsoft, Royal Caribbean and Bank of America, just to name a few.
Diane is a member of QVC’s Quintessential 50 (Q50) – a group of 50 female ambassadors living their best life after 50.

Kerry Sette, Vice President and Head of Consumer Insights & Research - Voya Financial

As VP and Head of Consumer Insights & Research at Voya, Kerry Settle oversees brand health, advertising communications, business strategy, product, thought leadership and customer experience research across all business lines and enterprise functions. Previously, Sette was the EVP and Group Research Director at Ogilvy where she led North America's global research practice and directed agency research for 9+ years at Hill Holiday (IPG) prior to joining WPP. Her research insights led to the launch of products like Merrill Edge and the creation of campaigns such as "Working Wealth" for Smith Barney. Kerry’s began her career at Young & Rubicam (WPP) as a Global Brand Research Supervisor, coordinating the world’s largest global brand study (BAV) in over 40 countries.

Alyce Panico, Chief Executive Officer - Luxe Collective Group

Alyce Panico is Chief Executive Officer of Luxe Collective Group (LCG), a leading media agency offering unique integrated cross-platform solutions for prestigious global brands in luxury retail, travel, watches and jewelry, fashion, beauty, and premium consumer goods. Prior to becoming CEO, Panico served as President driving the agency's business and revenue growth through results-driven creative services and an unparalleled attention to the success of her clients. In that role, she helped transform Luxe Collective Group into the agency of choice for some of the world's most lauded brands and expanded its footprint into extended categories. A recognized media industry leader, Panico has been featured in noted industry trades including WWD, Luxury Daily, Adweek, and The Drum.