Longevity Gains

Dec 12 2023 12 ep. 45 mins 2

Longevity Gains Podcast artwork

Advice for marketers and entrepreneurs looking to succeed in the longevity economy. What's the opportunity? Older adults already generate more than half of all consumer spending, and will soon become the largest consumer segment of all. Grab our free ebook at longevitygains.com to understand why people over the age of 50 are the most lucrative market, now and into the future.

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Fighting Ageism in the Tech Industry with Maureen Clough

Dec 12 2023 51 mins

Ageism is so baked into our culture, it often doesn’t register until you start paying attention to what you and others casually say about growing older and older people.But at some point, you’re likely to feel its effects. And often that will be at work (or while looking for work) past age 50.The data shows that once you’re over 50, odds are the decision to leave your job won

Let's Fight Ageism Together with Ashton Applewhite

Nov 20 2023 57 mins

We’ve explored the idea of the intersection between marketing, entrepreneurship, and activism in a previous episode of the show. It seems like a good time to take it a step further.That’s why I reached out to Ashton Applewhite, a fiery and funny anti-ageism activist who I know from her book, frequent articles, and informative LinkedIn feed.Ashton is the author of This Chair Roc

Is Nostalgia Effective When Marketing to Older Consumers?

Nov 13 2023 41 mins

We see a lot of nostalgia in marketing and advertising, because it turns out it’s less “bittersweet” than most people think. It makes most people feel positive emotions.And the same is true with consumers over the age of 50, with some surprising twists that are unique to older people. But we’re not trying to call up “those were the days” kind of messages.Instead, we’r

The New Longevity with Michael Clinton

Nov 06 2023 51 mins

On this week’s episode of the show, we're talking to Michael Clinton. He was publisher of GQ Magazine from 1988 to 1994 before becoming an executive at Condé Nast until 1997. Clinton then joined Hearst Magazines as senior vice president and chief marketing officer. Beginning in 2010, Michael was the president, marketing and publishing director of Hearst Magazines and also served

Changing the Status Quo of Status for Older Consumers

Oct 23 2023 22 mins

When we talk about movements, we bring a powerful element of influence to bear – unity. But underlying that group identity is something more fundamental: status.As soon as we belong, we begin jockeying for a position relative to others. This is the potent intersection of belonging and self-esteem in Maslow’s Hierarchy of Needs.Status seeking is not inherently shameful; it’s i

The Art of Advocating for Older People

Oct 09 2023 35 mins

Modern marketing is all about empowering consumers to solve their problems and satisfy their desires. Try to make them feel bad about themselves with old-school inadequacy tactics, and they’ll click away.And yet, that’s exactly what marketing and advertising to older consumers looks like (when it’s present at all). More than just stereotypes and misconceptions, this is due to

Becoming a “Leading” Expert in the Longevity Economy

Oct 02 2023 39 mins

Other listening options: Apple | SpotifyDemonstrating your expertise is a powerful way to succeed with digital marketing. And that’s true as you venture into the longevity economy.Sharing valuable content that addresses a prospect’s problem can earn you followers and fans thanks to powerful influence principles like authority, liking, and social proof. And if you have followers

An "Unretirement" Case Study with Richard Eisenberg

Sep 26 2023 50 mins

It’s one thing to talk to experts who have made the longevity economy and the shift to an older society their life’s work. It’s another thing to talk to someone who’s doing the work and actually experiencing life and business as an older worker who has chosen the “unretirement” route.Unretirement is when older people (in this case, Baby Boomers) return to work due to a

What to Say and How to Say It

Sep 19 2023 31 mins

In last week’s premium lesson, Brian introduced the Empowerment Marketing Framework — a way to figure out what to say and how to say it when crafting messages for older consumers.And he did it by talking about the power of thinking in terms of movements instead of marketing or audience. He elaborates on the importance of this mindset with a simple yet powerful message:The statu

Welcome to the Super Age with Bradley Schurman

Sep 12 2023 62 mins

This week’s guest has had a lot of influence on Brian when it comes to thinking about the longevity economy and the challenges and opportunities ahead. He’s Bradley Schurman, a demographic futurist and specialist in understanding what it means when there will soon be more people older than sixty-five than those under the age of eighteen. Bradley is the author of The Super Age: