YOUR QUESTIONS ABOUT ADVERTISING WELLNESS AND OVER 60S ANSWERED Dave McCaughan, Storyteller @ BIBLIOSEXUAL and Vice – Chair the Aging Well Initiative The sign of a good report is people asking questions. Recently we published our latest white paper from the Aging Well Initiative where we asked advertising creative directors their opinions on what makes good advertising targeting people over 60 for wellness related products…
Japan’s Lonely Death Crisis and The Men Left Alone
Dave McCaughan, Storyteller @ BIBLIOSEXUAL, Vice-Chair Global Wellness Institute Ageing Well Initiative William (Bill) Hall, President, Ipsos Healthcare Japan Japan has a word for it: kodokushi. Literally translated as “lonely death”. It describes a person dying alone at home and remaining undiscovered for days, weeks, or in some cases years. This is not a new phenomenon. The term entered public consciousness in the 1980s. In 2025,…
The Healthspan Opportunity: What Businesses Need to Know About Advertising Wellness to 60+ People
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 Power of Generativity: Why Age Inclusion Is Hospitality’s Next Competitive Advantage
The Power of Generativity: Why Age Inclusion Is Hospitality’s Next Competitive Advantage It was an honor to join Heather Kolakowski, Executive Director of the Cornell Institute for Healthy Futures, and Amanda Al-Masri, Vice President of Wellness at Hilton, for the Cornell keynote, The Power of Generativity: Designing Wellness and Connection for Guests, Teams, and Competitive Advantage. Available free on demand through eCornell, our discussion explored…
Advertising & the Aging Well Category
Advertising & the Aging Well Category: A Global Advertising Industry Perspective Report The over-60s population is the fastest-growing in most countries. The over-60s control over 50 percent of spending in nearly every category of products and services globally. The over-60s are underrepresented in nearly all kinds of advertising. Three statements that are hard to argue with. Here is a question to consider: In a world…
Key Questions and Answers About What Aging Well Really Means
Key Questions and Answers About What Aging Well Really Means We asked a lot of experts, “What does aging well mean?” We shared the results in a white paper and in a webinar … and we received a few questions. So we thought we would share some of those questions and answers and hopefully keep you engaged as we continue to explore what aging…
