Get Intentionally Intergenerational

Global intergenerational week may be over, but our work certainly isn’t. 

In response to demand, here’s a round up of the Intentionally Intergenerational campaign, by our founder & CEO Jacynth Bassett and fellow longevity leader Avivah Wittenberg-Cox, and all its resources, insights, data and more:

Campaign introduction & overview:

PART 1️⃣ - WHAT is the current issue?

 👉 There's a growing disconnect. We're operating in age silos, and generations feel excluded, misunderstood, or worse - pitted against one another. This isn’t just unfortunate. It’s bad for business:

👉 There's a say vs do gap. Companies increasingly realise the value of multigenerational workforces - but most aren’t acting on it

 👉 Many brands and businesses remain overly focused on talent and consumers under 50. And yet people aged 50+ contributed $45 trillion to global GDP in 2020, and by 2050, that number is expected to more than double to $118 trillion (AARP). To lead and success, we must rebalance the scales.

PART 2️⃣ - WHY this needs to change

 👉 We are entering a new demographic era. By 2030, nearly half of UK workers will be 50+ (Legal & General, CEBR). And by 2050, this group will drive $118 trillion in global GDP (AARP, Economist Impact). The shift is massive - bringing both challenges and opportunities.

Like AI and climate change, our changing demographics demand urgent, innovative solutions.

 👉 Populations are ageing. Birth rates are dropping. The result? A radically shifting demographic landscape - one that presents huge talent and market opportunities.

 👉 The 50+ generation controls 70% of global disposable income. But companies are overly focused on talent and consumers under 50.

The result? You're missing the biggest opportunity in business.

This isn't about neglecting younger consumers; it's about intentionally addressing the imbalance and embracing a truly intergenerational approach.

 👉 We need to foster intergenerational workplaces - they're key to unlocking creativity, driving faster and greater innovation, talent retention - and improving your bottom line.

Part 3️⃣ HOW to get Intentionally Intergenerational

 👉 Insights, practical steps and inspiring thought leadership to help you embed intergenerational thinking at every level: from executive strategy to everyday management to personal mindset shifts.

This is key post to save & share with your teams to make intergenerational impact a business priority.

 👉 4 Inspiring stories and case studies to learn from that show the power & opportunity of getting Intentionally Intergenerational

 👉 How to openly and authentically target 50+ consumers, without alienating younger ones

👉 Understanding the fundamental difference between multi-generational and inter-generational

👉 The new dictionary for getting intentionally intergenerational

Download, save and share with your teams, colleagues & friends to educate & inspire

Please note: our live oversubscribed Linkedin webinar on 30th April is not available for rewatch, but there will be plenty of opportunities to come. If you're interested in finding out or booking us for a webinar, keynote, presentation or workshop please email getintergen@gmail.com

Additional assets & resources

• Climbing Out Of Age Silos - A reflective guest essay on Avivah's Elderberries substack by Jacynth, where she shares wn journey on getting Intentionally Intergenerational - both professionally & personally - and why Ageism Is Never In Style is intergenerational to its core.

  
  

• The 4-Quarter Lives Podcast -  Jacynth  joined Avivah on Avivah’s acclaimed podcast 4-Quarter Lives for a special episode to explore the campaign’s roots, why it matters now more than ever, and their shared vision for long-term impact

  
  

• Avivah joined us on our blog for to kick off our new "Longevity Leaders" interview blog series

Thank you to all who have engaged, shared and followed along with our campaign; we’ve been delighted and enthused by the response (our webinar was oversubscribed!), and the breadth of those who are now purposefully & shrewdly taking action to put it on their agenda.

Because, as we’ve established, those who are making longevity leadership a strategic priority are those that will lead from today into tomorrow.

And in order to unlock the huge talent and market opportunities we face - and overcome challenges - we have to get intergenerational. With intent.

This campaign has been just the start, and you can continue to get in touch with myself and Avivah for joint Intentionally intergenerational keynotes, workshops, presentation, webinars and more at getintergen@gmail.com