It’s no longer just about adding years to life — it’s about adding vitality to those years. The pursuit of longevity has moved beyond scientific circles to become a mainstream cultural aspiration, reshaping what it means to grow older. Driven by advances in biotechnology, AI, and real-time health monitoring, this movement reflects a new kind of ambition: to live with autonomy, purpose, and full health well beyond 80.
Where aging was once viewed with a sense of fatalism, it’s now approached strategically. Longevity has become a personal project — physical, emotional, and financial — that begins early in life. According to the World Health Organization, the global population aged 60 and older is set to nearly double by 2050, a shift with deep implications for governments, brands, and individuals. A symbolic turning point came in 2019, when, for the first time, there were more older people than young children in the world — a sign of things to come.
But what’s actually changing? Everything: from eating habits to urban design, from career decisions to family planning. The rise in later-life pregnancies — as seen in the widely discussed case of a Brazilian actress announcing a pregnancy at age 55 — shows how traditional boundaries of biology and time are being reconsidered. What was once seen as “improper” or “risky” is now a symbol of autonomy and active longevity.
In daily life, this reconfiguration is reflected in the rise of wellness-oriented routines, especially among urban and connected audiences. Running groups, for example, have become a cultural phenomenon. More than a sport, they’re communities that promote discipline, vitality, and a sense of belonging. Running has become a “good living club,” where health, sociability, and lifestyle converge.
In this context, technology and personalization are key allies. Devices like the Oura Ring and Ultrahuman go beyond conventional wearables, offering metrics such as heart rate variability, sleep cycles, and stress tracking. When paired with AI, these insights empower people to make smarter decisions about their health. Brands like Nourished are also betting on hyper-personalization, using 3D printing and biometric data to create tailored supplements designed to meet specific wellbeing goals — from mental focus to immune support.
This evolving understanding of longevity is closely tied to the idea that health is the new wealth. In Singapore, for example, public policy offers financial incentives for adult children who live near their parents, fostering not just intergenerational care but also a more dignified old age supported by real-life social networks. As life expectancy increases, simply getting older is not enough — long-term wellbeing now demands emotional health, mobility, safety, and lasting relationships.
So, how can brands prepare?
Redefine what your brand sees as “wealth.” If status used to be tied to material goods, it’s now shifting to health, time, and autonomy. Brands across all sectors can find ways to resonate with this new mindset.
Create offerings that grow with the customer. How can your brand accompany a consumer from age 30 to 80, adapting language, features, and benefits without relying on outdated stereotypes?
Use technology to enable transformation — not surveillance. AI and personalized data should be tools of empowerment, not control. Look for ways to integrate them ethically and meaningfully into your services.
Foster human and collective connections. Active longevity is not a solitary journey. Experiences that encourage connection, belonging, and intergenerational support will become increasingly relevant.
The question remains: is your brand ready for a consumer who plans to live to 100 — and wants to do so with health, purpose, and joy?
This article is the third in a series inspired by one of the nine insights from our Pulse 2025 report, available for download.
