Engaging & Activating Elders/Baby Boomers for Regeneration

Baby Boomers in the developed world will be the largest, longest lived, wealthiest and highest percentage of population group of older persons in human history. Data show they see the years ahead fundamentally different than previous generations of elders. Yes, we can almost hear you think “OK, boomer” dismissively, but pause that for a minute and consider this: we need a solid fraction of over-60’s to engage both as consumers, activists and as voters, if we are to realistically move the needles on key sustainability, social justice and regeneration issues. This panel session will provide leading edge data on the Boomers both as consumers and citizens while exploring how brands as well as change agents can engage them for regeneration. We will also explore how Boomers and younger generations can collaborate for a sustainable future. Companies and society often write off this generation as disengaged and less open to sustainability and regeneration than front-page-grabbing Millennials and Gen Z. This panel will argue that’s a major oversight and a significant opportunity that can be tapped.

Questions Explored:

• What is the role of elders in regeneration? Why does this generation matter and how might brands tap into their time, wisdom, wealth and influence for an inclusive and generative way?
• How might multiple generations come together to learn, grow, and act together?
• What examples of brand engagement show the way forward?
• How might the Sustainable Brands community unite participants across generations for more creativity, power, and change?