The Healthspan Opportunity: What the Wellness Industry Needs to Know About the 60+ Consumer
September 15, 2026, 9AM-10AM ET | Hosted by GWI Aging Well Initiative
Description:
The wellness industry is investing heavily in younger consumers while one of the world’s largest, fastest-growing, and most economically powerful consumer groups remains dramatically underserved.
Adults over 60 control a significant share of global consumer spending, yet they continue to be overlooked, misunderstood, and often misrepresented by brands across the wellness ecosystem. The result is a growing disconnect between what this audience wants and how organizations market products, services, and experiences designed to support healthy longevity.
Join the Global Wellness Institute Aging Well Initiative for a thought-provoking discussion exploring findings from a groundbreaking new global report featuring perspectives from more than 30 advertising, branding, and creative leaders from North America, Europe, Asia, and Australia. The report examines how organizations can better connect with today’s longevity consumer and why many brands continue to overlook one of the greatest growth opportunities in modern business.
Speaker Information:
Hosted by William Myers (USA), Chair of the Global Wellness Institute Aging Well Initiative and AVP of Wellness Strategies at Mather, this exclusive webinar will feature report author and panelist Dave McCaughan (Thailand), Vice Chair of the Aging Well Initiative, founder of BIBLIOSEXUAL, and internationally recognized strategist who has spent decades advising global brands across Asia and beyond.
Joining the discussion will be Jeremy Perrott (Australia), former Global Chief Creative Officer of McCann Health and Founding Chairman of the Cannes Lions Health Festival, widely regarded as one of the world’s leading voices in healthcare, wellness, and behavior-change communications. Also featured is Marcia Goddard (USA), Founder & CEO of Ageless & Timeless Advertising and a recognized advocate for age-inclusive marketing who has dedicated her career to helping brands authentically engage older consumers while challenging outdated stereotypes about aging. The discussion will be moderated by Nancy Griffin (USA), Founder of SeniorTrade and host of the Glowing Older podcast.
Together, this internationally recognized panel brings expertise spanning wellness, longevity, healthcare, consumer behavior, marketing, brand strategy, and creative communications. Drawing from insights gathered through interviews with advertising and creative leaders around the globe, the discussion will explore why organizations continue to underestimate the importance of the 60+ consumer and what wellness organizations can do to create more meaningful and commercially successful engagement strategies.
What You’ll Learn:
- Why adults over 60 represent one of the greatest growth opportunities in the wellness economy.
- How outdated assumptions about aging create missed opportunities for engagement, loyalty, and revenue growth.
- Real-world examples of brands successfully connecting with older consumers through authenticity, aspiration, purpose, and relevance.
- Actionable strategies that wellness organizations can apply immediately to better serve and attract the expanding 60+ market.
Whether you work in wellness, fitness, healthcare, hospitality, travel, consumer products, senior living, design, research, or innovation, this conversation will provide valuable insights into one of the most important demographic and economic shifts of our time.
The organizations that learn how to authentically engage the longevity and healthspan consumer will be best positioned to lead the next era of growth in the global wellness economy.
