It’s time to break away from the youth obsession. For too long, brands have poured their energy, attention and innovation efforts into younger generations while ignoring the powerhouse right in front of them: the silver generation.

By 2050, nearly one in three people will be aged 50 or older, accounting for 60% of global spending. Yet today, a mere 5–10% of marketing budgets are directed their way. Silvers aren’t just underserved, they’re often also misunderstood.

This session rewrites the narrative around ageing and innovation — exploring this important consumer cohort, what truly drives them and how brands need to innovate with them, not just for them.

True innovation starts where others stop looking. Real opportunity lies in unmet needs. That means listening differently — understanding people as individuals shaped by motivations, social ties and cultural context. Designing for the overlooked doesn’t limit innovation. It supercharges it.

Join us for this thought-provoking webinar — and discover how breaking age stereotypes can unlock bold, inclusive and better innovation.

For your convenience, this webinar is available at 3 different times to allow you to join wherever you are located!

🌏 APAC Session
🕚 2:00 PM SGT | 4:00 PM AEST | 11:30 AM IST

🌍 EMEA Session
🕒 3:00 PM CEST | 2:00 PM BST | 4:00 PM EST

🌎 US Session
🕑 2:00 PM EDT | 1:00 PM CDT | 11:00 AM PDT