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 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 Assistant Vice President 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), a globally acclaimed creative leader and industry pioneer whose career spans more than 35 years across consumer, healthcare, and wellness advertising. A former Vice President of the McCann International Team in New York and Regional Executive Creative Director for Asia Pacific, Jeremy has led major creative organizations in London, Seoul, Tokyo, Sydney, Hong Kong, and New York. His work has shaped communications for some of the world’s most recognized brands, including Coca-Cola, Disney, Microsoft, Levi’s, Mastercard, Nestlé, Pfizer, GSK, Sanofi, Johnson & Johnson, and General Motors. Jeremy founded the Cannes Lions Health Awards and the United Nations Award for Good, has chaired judging panels for many of the advertising industry’s most prestigious award programs, and currently leads Here For Good, a creative solutions company dedicated exclusively to supporting charities and social-impact organizations.
Also featured is Marcia Goddard (USA), founder of CreativityFirst, an independent creative and brand consultancy, and a former Chief Creative Officer with more than 25 years of experience shaping brands and creative organizations across healthcare and wellness. A respected agency leader known for challenging the conventions of healthcare marketing, Marcia has built and transformed creative organizations, advanced creative excellence, and helped major brands connect with consumers in more authentic and meaningful ways. Her work is grounded in the belief that people do not stop being discerning, aspirational, and influential consumers when they become patients or grow older. She brings this perspective to one of marketing’s greatest missed opportunities, helping organizations better understand and engage the powerful and often underestimated 60+ consumer.
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, healthspan and longevity, healthcare, consumer behavior, marketing, brand strategy, creativity, and communications. The conversation will explore why organizations continue to underestimate the importance of the 60+ consumer and what wellness organizations can do to create more meaningful, relevant, and commercially successful engagement strategies.
What You’ll Learn
- 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.
- Why the longevity economy represents one of the most significant growth opportunities in the global wellness industry.
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. Organizations that learn how to authentically engage the longevity consumer will be best positioned to lead the next era of growth in the global wellness economy.
