The innovative Longevity Leadership Program offered at Catolica Lisbon is the first of its kind. Designed for leaders in both public and private sectors, the program prepares participants for the economic, social, and workplace impacts of the world’s new demographic reality and fast-aging societies. It helps them assess the consequences for their companies and their own careers and begin designing longevity strategies for the future.
After the successful first edition last June, the next session takes place June 23-27, 2025, in Lisbon, Portugal. Designed and co-directed by Avivah Wittenberg-Cox, longevity expert, and Professor Céline Abecassis-Moedas, the week-long deep dive gathers a unique group of international faculty and speakers. Together, they summarise how countries, companies, and cities can navigate demographic shifts to foster growth, sustainability, and resilience in an era where longevity increasingly shapes global trends.
Wittenberg-Cox will open the week with an overview of the key disruptions and opportunities this new era of longevity offers. Then, relevant experts dig deeply into each domain.
Macroeconomic Impact of Demographic Shifts
Economics Professor Miguel Gouveia will present the macroeconomic implications of aging populations, including the concept of “morbidity compression,” which seeks to maximize a healthy lifespan as life expectancy rises. While life expectancy is climbing, especially in developed nations, maintaining economic stability will require initiatives to improve the health and employability of older adults. Europe’s shrinking workforce will likely necessitate more substantial investment in education, retraining, and immigration to fill the gaps created by an aging society. So, companies will need to take proactive approaches to workforce aging to avoid adverse effects on performance and productivity.
The Role of Cities
Nic Palmarini, Director of the UK’s National Innovation Center on Ageing, will propose a vision for “Cities of Longevity,” promoting urban environments designed to accommodate people at every stage of life. Cities play a critical role in supporting health and well-being, and local governments could impact individual health more directly than national policies. Cities could choose to become “blue zones”—regions where people live longer, healthier lives— by reorienting urban planning to enhance liveability for all ages, and incorporating KPIs to measure the well-being impacts of city policies and infrastructure. This approach could make longevity an integral part of urban design and community-building, helping cities actively support a longer, healthier, and more fulfilling life for residents.
The New Q3 Consumer
The purchasing power and influence of consumers aged 50+ (what Wittenberg-Cox calls “Q3” or the third quarter of life, ages 50–75) is surging.
Michael Clinton, CEO of ROAR Forward, will challenge stereotypes around aging by sharing data from ROAR Forward on a demographic that is increasingly financially robust and holds a significant share of global wealth. Brands failing to resonate with this group risk losing market share, as Q3 consumers are often less brand-loyal and more inclined toward products that reflect their values and lifestyle. Older consumers are reshaping markets, and companies must adapt their marketing strategies to meet the unique needs and desires of this powerful group.
Lisa Edgar, CEO of The Big Window, will explore shifts in consumer psychology and behavior that accompany aging. Edgar’s research reveals that as people age, their needs and preferences evolve, often becoming more focused on quality of life rather than material accumulation. Businesses will want to adopt a nuanced understanding of consumer segmentation, as older adults prefer that brands collaborate with them rather than simply targeting them as passive recipients. Businesses should increasingly embrace a “full span” approach, designing products and services that support a fulfilling life in all its multi-faceted dimensions.
The New Q3 Employee
The workplace implications of longevity will be presented by Martin Frölander, CEO of Junoverse, who will outline the economic and organizational impacts of aging workforces. The challenges of a shrinking younger workforce means companies will increasingly need to engage older employees in the labor market. Without a strategic shift to support prolonged careers, economic productivity could decline significantly. There are two possible future scenarios: one in which economic growth is stunted by premature retirements, and another where productivity is boosted through active policies to retain and support older workers. To achieve the latter, companies must prioritize individualizing career paths and providing resources to accommodate the evolving needs and motivations of employees as they age.
The Personal Transition
A significant part of the program is dedicated to the impact of longevity on you. How should individuals prepare and plan for much longer lives and careers? What does it mean in terms of health, wealth and future career and life goals? Every day, a range of inspiring role models, including Michael Clinton, share their inspiring personal and professional stories and lessons learned. This personal reflection is an impactful gateway for executives to understand and empathize with teams and employees who will need to adapt to new realities in the coming years.
Every day ends with learning circles to digest the diverse elements of the deep dive and to connect more deeply with like-minded transitioners and fellow supporters of future “next chapters”.
Getting Longevity-Ready
The inaugural Longevity Leadership Program received extremely enthusiastic feedback, with participants noting its comprehensive approach to one of the most critical social challenges of our time. Co-Director, Céline Abecassis-Moedas, says “longevity will increasingly be on a par with issues like climate change and artificial intelligence in importance.”
By equipping leaders with the knowledge and tools to incorporate demographic shifts into their strategies, the program positions longevity as a business priority, helping companies prepare for a future that prepares and adapts to our aging populations. Wittenberg-Cox concludes that “addressing longevity is no longer optional; it is a strategic imperative for businesses seeking resilience and growth in the decades to come.”
You can find more information on the Longevity Leadership program here.
