Dear Friend,

There is a lot of conversation about how people will be working longer, as life expectancies continue to grow and the New Longevity creates a new environment for work. Some people will work longer because they want to, and some because they have to in order to fund a life of 100 years (or more!)

This will lead to multiple careers, a workspan that may last 60 plus years, unretirement, and the realization that 65 is no longer the magic number to "retire", especially if one might live another 30 or more years! We are in the midst of a significant shift in how we will all approach the concept of work.

This month, you'll get more insights on this phenomena from UK based Lyndsey Simpson from 55/Redefined, and a report from Ed Fox, Founder of a new career model called the TAP Project. Fox points out that by 2027 about half of the U.S. population will have engaged in "gig work" creating new relationships between companies and employees.

Also this month, check out my latest story in Esquire that challenges the whole notion of stepping back at 65! The idea of retirement at that age is an old construct, and tens of millions are ignoring it as they "rewire."

One of the concepts in ROAR is Life Layering, and how one can always rewire. One of my layers was to become “An Accidental Winemaker in Mendoza, Argentina." You can read my New York Times story here and how it all happened back in 2008.

Earlier this month I was in Argentina to do the blending of our 2022 malbec called Lechuza, and to start the harvest of the 2023 grapes! It's been a fun, rewarding project that I'm doing with some friends, and at the same time getting to know the wonderful people of Argentina. What's the life layer that you are planning?

This is a big month for ROAR. We have launched the ROAR Report, our B2B subscription for leaders in business, government and organizations, giving them data, insights on consumer trends and behaviors, and thought leadership content to maximize opportunities for the New Longevity. You can learn more about it on our newly launched website Roarforward.com or contact Eunice An at Eunice@roarforward.com.

The ROAR MasterMind continues to deliver great programming for its members. Some upcoming events include a lecture on what is happening in Geroscience Medicine with Dr. Mark Lachs from Weill Cornell Medicine, and a panel of female entrepreneurs who are in the age tech space. Reach out to Judy Glassman at Judy@roarforward.com if you want to learn more.

In last month's newsletter, we conducted a survey about how you feel when advertisers have images of people over 50 that are stereotyped or misrepresented. 50% of survey respondents said that they get annoyed at brands that insult them, and avoid those brands.

In addition, 56% of you said that you change brands on a regular basis. So much for the idea that consumers 50+ are brand loyal. It continues to be a wake up call to marketers that they have a lot of catching up to do!

We all need to continue to challenge words, images, and advertising that is outdated and cliched when it comes to the 50+ market in the U.S. This group would be the third largest country in the world based on GDP, and spend $8.3 trillion a year. While marketers are obsessed with Gen Z, the smart ones are seeing the huge opportunity in the 50+ segment, especially since they are a unique set of consumers who are redefining everything.

Feel free to share this newsletter with family and friends, and thanks for being a part of the ROAR community.