4. Jacynth Bassett on Disrupting Ageism and Championing Intergenerational Marketing

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4. Jacynth Bassett on Disrupting Ageism and Championing Intergenerational Marketing

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Sue Benson sits down with Jacynth Basset, CEO and Founder of Ageism Is Never In Style. In this inspiring discussion, Jacynth tells us how she is disrupting ageist attitudes across all global industries and championing an age-inclusive approach to business. She addresses the vital case against siloing generations and explains why taking an intergenerational approach is key to attracting older consumers without alienating younger ones.

Jacynth lays out the undeniable commercial argument for age-positive marketing , emphasising that ignoring the longevity economy is a refusal to acknowledge the reality of the global consumer base. This is a dynamic conversation that challenges the industry to rethink its reliance on buzzwords like "ageless," which, as Jacynth explains, "still means age-less. It's got ageist connotations to it".

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