The $22 Trillion Blind Spot: Why Brands Still Ignore the 60+ Consumer

The longevity economy is one of the biggest commercial opportunities being overlooked by modern marketing. This SXSW London panel brings together leaders across culture, social media, beauty and strategy to unpack why the 55+ audience has become one of the most influential, affluent and culturally engaged generations, YET it still remains significantly underrepresented in advertising, innovation and brand strategy. Grounded in the work of Edelman’s Longevity Lab and insights from the Power of 55 list, the session explores how brands can move beyond outdated “anti-ageing” narratives and instead build aspirational, inclusive campaigns that reflect the realities of modern ageing. Designed for a CMO and senior marketing audience, the panel combines cultural insight, commercial evidence and real-world marketing lessons to help leaders rethink growth, relevance and audience strategy for the next decade.