Futurescape: 2030 & beyond: Ageing redefined & the rise of responsibility

In the third episode of ‘Futurescape: 2030 & beyond’, we explore how stereotypes about age are breaking down – and what that means for advertisers by 2030. From festival-loving 40-somethings to Gen Z living at home but splurging on designer handbags, people’s behaviours and priorities are no longer predictable by life stage. And with older audiences redefining ageing, holding more spending power, and expecting brands to act responsibly on issues like sustainability, traditional targeting just doesn’t cut it. 

James Chandler, IAB UK’s Chief Strategy Officer, is joined by Lisa Boyles, Head of Go To Market and Media, giffgaff, and Kristie Naha-Biswas, Global Head of Media and Digital Marketing, Karo Healthcare. Together, they discuss why the obsession with youth marketing overlooks where real income potential sits, how five generations will need to co-exist in the workplace and why values-led targeting will be crucial as consumer expectations shift. 

From cash-rich Gen Zers selling clothes on Vinted to older consumers expecting brands to promote healthy tech habits, this episode reveals why advertisers need to think beyond demographics – and how planning for 2030 means understanding values, behaviours and need states, not just age. 

Listen now or watch via our YouTube: https://youtu.be/u59AKkYXMEM

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