Ken Dychtwald

Enough is Enough: Consumers 50+ Want Marketing and Advertising to Grow Up!

Marketing campaigns are too often out of sync with the reality of today’s older, more seasoned buyer. Did you know that:

• Men and women over 50 now make up 33% of the total U.S. population and 44% of the adult population but control more than 70% of total wealth.
• Due to the combination of rising longevity, declining fertility, and the aging of the Baby Boom generation, this group is now bigger than the entire population of most countries.
• As a new generation of active and curious consumers, they now dominate the marketplace and are responsible for:
  • 50% of new car and truck purchases
  • 51% of personal care products
  • 51 % of grocery food items
  • 59% of books and reading purchases
  • 65% of health care
  • 65% of home maintenance and repairs
  • 72% of prescription and OTC drugs
  • 80% of retirement accounts

A recent AARP study showed that 62% of 50+ consumers wish that ads had more realistic images of people their age. And nearly half were annoyed that ads of people their age reinforced outdated stereotypes.

Dr. Ken Dychtwald, who is recognized as North America’s leading visionary and original thinker on longevity and aging for nearly 50 years, will explain how your business can best target this massive, misunderstood, misrepresented, and wildly untapped new market. He’ll illustrate the attributes that resonate with this potent consumer as well as what does not. He’ll provide an inspirational preview of the products, services, marketing, and advertising that will succeed at meeting the needs and aspirations of this new age of aging consumer while eliminating the ageism that has impeded shareholder value for too long.

The New Retirement in the Age of Longevity

With the convergence of rising longevity, the aging of the massive Boomer generation, and widespread financial insecurity, we are already seeing retirement begin to morph. This presentation draws on Age Wave’s most recent cutting-edge research spanning five generations of adults to explore the most pressing questions and concerns in retirement planning today. The forces shaping the new retirement planning will be described along with key ways that financial professionals can ready themselves to demonstrate greater empathy and understanding to deliver targeted solutions that safeguard a well-lived retirement for these uncertain times.

Topics to be covered include:

• Why has financial peace of mind become far more important than wealth?
• What are the greatest worries for pre-retirees and retirees in achieving a financially secure retirement?
• What are the “generational generosity” warning signs for financial professionals and their clients that could jeopardize retirement?
• How is women’s rising longevity coupled with their growing financial power transforming retirement planning and how should you respond?
• How will the growing demands of caregiving impact retirement planning?
• How can financial professionals best manage the greatest generational hand-off in history and guide clients to leave their legacy?

Breakthroughs at the Tipping Point: The Future of Health, Medicine, Aging and Longevity

Rising longevity and the aging of Boomers worldwide are radically altering both the demographic landscape and every aspect of our personal, social, financial, and political lives.

How will these irreversible trends toward increasing longevity impact healthcare, medicine, nutrition and environmental safety? As the massive global Baby Boom generation ages, how can we also ensure that our healthspans and brainspans match our lifespans? And how can we ensure abundant lifelong health for all – not just the wealthy?

In this revealing glimpse into the future, Age Wave Founder and CEO, Ken Dychtwald, PhD, will address the implications of rising longevity and how your organization needs to envision the future to prepare for it.

• How will maturity change as tens of millions of us live to 80, 90 or 100+?
• With continued breakthroughs in longevity, at what age will old age begin?
• Will the boomers opt for “pro-aging,” “anti-aging” or “ageless aging?”
• How will boomer women and men approach aging differently?
• Who will pay for the multiplying needs of a multiplying cohort of older adults?
• How will we match our healthspan to our lifespan?
• Are we prepared to reengineer many of our products and services to meet the needs of aging boomer consumers?
• How will boomers deal with “right-to-death” issues?
• Can our political system handle the demands that tens of millions of elder boomers will place on our social and economic infrastructure?
• How will your business be ready for this unprecedented longevity revolution resulting in dynamic forces that will forever change our relationship with health and medicine?

Alchemy of Travel: In Search of Peak Experiences

Amidst our high-tech, high-anxiety, and workaholic culture, there is an awakening appreciation for the immeasurable value of great times with friends and loved ones, the satisfaction of continued personal growth, and the excitement of encountering new people, places, and cultures. Fueled by COVID fatigue as well as the dual Boomer liberations of empty-nesting and retirement—and turbo-charged by Millennial FOMO—hundreds of millions of men and women worldwide are hoping to enjoy more “time affluence” than at any other point in history.

This dynamic new presentation by Age Wave guru and author of his new memoir, Radical Curiosity: My Life on the Age Wave, explores the forces causing an unquenchable curiosity for stimulating and nourishing “peak experiences” of every form and flavor.

Dr. Ken Dychtwald will uncover the abundant opportunities for both entrepreneurs and industry leaders who understand how to serve this emerging new travel consumer.

Topics to be covered include:

• Longevity: more life, more time, more personal reinventions, more travel
• How will the unprecedented “age wave” demographic phenomenon both boost and transform the travel marketplace worldwide?
• Why the “freedom zone” is now the most liberated and liberating time in life?
• Life’s true valuables: the growing importance of experiences over things
• 5 trillion hours to fill: tapping the enormous “longevity economy”
• How can you transform your marketing strategies to meet the needs of today’s discerning travelers searching for “peak experiences?”