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Life isn't too short after all

Are you ready to live to 100 years old?

Have you ever thought what living to 100 years old would be like? Does a long life fill you with a dread of working for longer or excitement at more time to achieve your dreams? How will longevity affect the way you work, plan for your future, manage your relationships and live?

A child born in the developed world today has a more than 50 per cent chance of living to be over 100*, say Andrew Scott and Lynda Gratton, professors at London Business School and authors of The 100-Year Life: Living and Working in an Age of Longevity. Centenarians are the fastest growing age group in the UK, according to figures from the Office of National Statistics and in the past 30 years the number of people reaching 100 has quadrupled.

But has society kept up with this huge demographic change? Our lives have traditionally been predicated by the three-stage life: education, employment and retirement. But with advances in technology, healthcare, and social care this well-established pathway is outdated and already beginning to collapse.
This will affect not only how we work but how business are run and how they communicate to ensure they are contextually aligned to an ageing and changing society.

Marketers have an important role to play in this by supporting businesses and brands through this journey to ensure relevancy and engagement. Professor Andrew Scott, co-author of the must-read new book, The 100-Year Life, joined Speed Communications and panellists for a thought-provoking and optimistically insightful talk at the Wellcome Collection.

Discussion circled a key question: if we are all living longer than ever before, what does this mean for our finances, career, education and relationships and how will this impact on brands and businesses?

* Study in 2018 by the Max Planck Institute for Demographic Research in Germany

Download your copy of ‘Life isn’t too short after all

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