Bradley Schurman

The workforce is aging at an unprecedented rate with fewer and fewer young people entering the workforce and more and more people staying past traditional retirement age. While this may not seem like a challenge at first blush, intergenerational conflict within and age diverse workforce can be significant. Few enterprise leaders are equipped with the skills or knowledge needed to manage this shift.   

Historically, enterprise leaders have focused on skills and knowledge transfer from older employees to younger ones. But what if they’ve been approaching this changing workforce the wrong way? Leaders have failed to recognize that they are missing an opportunity of experience unprecedented in US history. 

In this session enterprise leaders will learn to:

1. Embed knowledge transfer into your culture. 
2. Leverage lifelong learning that works. 
3. Communicate in ways that work.
4. Empower employees.
5. Combat ageism.

We need to stop thinking about aging as bad when, in reality, it is one of the greatest social and business opportunities in the world. Currently, there are 100 million people age 50+ in the US, and over 440 million in China alone. The 50+ US population generates nearly $8 trillion of annual economic activity. The number is even higher globally with $15 trillion in spending. 

However, and Leo Savage, Executive Creative Director of Grey London reports, “70% of creatives and planners have not included 50+ in their target audience, in any way shape or form. The 30% was for health and wellness and finance.” 31% of all creatives had never received or written a brief for older people. This means that there is a significant blind spot, especially with older people making up a greater percentage of the overall population in developed economies. 

This session will examine how organizations can begin to tap into the longevity economy by attacking age-related bias. It will review all challenges, including those in workplace and product design, as well as marketing and communications. It will offer solutions for organizations looking to move forward and tap this wildly important and valuable market.