Edelman Launches ‘Longevity Lab’ in partnership with National Innovation Centre for Ageing

The global resource will help brands reach one of the world’s most overlooked target demographic.

(LONDON, UK) March 26, 2024 – Today, Edelman and the National Innovation Centre for Ageing (NICA) announce the formation of The Longevity Lab, a global offering and resource for marketers designed to leverage the influential power and economic potential of the world’s 55+ generation.

The global source on how to find, engage and deliver successful commercial relationships and marketing efforts that wins the loyalty and economic stakes of this generation.

Comprised of NICA’s extensive global VOICE network of more than 4,000 active citizens and powered by Edelman’s unique understanding of trust and generational influence, The Longevity Lab will lend expertise, insights and perspective, counseling clients on the untapped market potential of this generation of consumers and how best to reach and engage them. The Lab will be run jointly by Jackie Cooper, Edelman’s Chief Global Brand Officer, and Prof. Lynne Corner, Chief Operating Officer of NICA.

“At 2 billion+ there are more people aged 55+ than children under 5. By 2050, that number will double. We are moving from an aging society to a longevity society. This group, of which I am a part, is living longer, amassing more wealth, and willing to spend, and yet our industry has a massive blind spot where it concerns this generation. Only 5-10% of marketing dollars are allocated towards us. We’ve launched The Longevity Lab to open the industry’s eyes to the power and potential of this demographic,” says Jackie Cooper.

Notably, The Longevity Lab emanates from Edelman’s Gen Z Lab, which launched in June 2022 to help marketers more effectively engage the Gen Z consumer. After significant growth, three dedicated research studies, and $37.5 million in contributed revenue, The Gen Z Lab produced a core insight that inspired the formation of its longevity counterpart. Across Edelman’s generational research, the generation that has proven most similar to Gen Z in terms of consumer behavior, discerning nature, and expectations for brands has consistently, and shockingly, been the boomer generation.

“The 55+ generation is just as vital to our societal future as Gen Z is. Where Gen Z may drive the cultural zeitgeist, the Longevity generation drives its economic undercurrent. Those 50+ are responsible for half of all global spending,” says Lynne Corner. “NICA has unique expertise in developing and introducing societal and economic innovations in support of longer, healthier lives. We could not be more excited to match our vision with Edelman's outstanding brand building and generational insights expertise. Together with marketers, we can accelerate the delivery of services and products to a population mostly forgotten or stereotypically portrayed. We want to challenge that and lead the change both for return on investment and on society.”

At launch The Longevity Lab will offer clients unique data and insights, on-call creative strategy and marketing consultation, and bespoke intelligence on ageing and healthy longevity.