In this insightful interview, Dave McCaughan, co-chair ofthe Global Wellness Institute Aging Well Initiative, shares his extensive experience in aging, demographics, and branding. Discover how changing perceptions of aging influence wellness, marketing, and societal infrastructure, and learnpractical insights for embracing longer, healthier lives.

About Dave

Dave is an Aussie who has spent the last 30 years living in various parts of Asia. he worked for McCann, the global leading advertising agency for 27 years, mostly leading their market research and strategy planning across Asia Pacific being based in Sydney, Bangkok, Hong Kong, Tokyo, and Hong Kong again. in 2015 he finished with corporate world andestablished BIBLIOSEXUAL as consultancy that helps brands understand the story they should tell, who to tell it too and how to tell it. He is known as a storyteller and helps companies with workshops and training in better business storytelling.

His interest in ageing populations began in 1988 in Australia and has continued with research, brand projects and public workshops on what he calls New Life Builders, the people going through the 55-75 lifestage. in 2025 Dave was asked to join and co-chair the Global Wellness Institute's "Aging Well" initiative. Dave has spoken at over 750 conferences and public events on his learning about "what matters to people" and its relevance to demographics, life stages and brands.

Key Takeaways

• A massive portion of the population is getting older andliving longer. Attitudes to age and the way we sell products to older people need to dramatically change
• India has the biggest population in the world (1.5 billion people) and 11% of the Indian population is over 60.
• Japan is the longest living country in the world. The United States is not in the top 15 countries in terms of life expectancy in the world.
• The What Is Happening with Aging Well? report fromthe Global Wellness Institute’s Aging Well Initiative features views from 20 leading experts across nine countries. Leading demographers, economists and market researchers from the US, Canada, UK, India, Indonesia, Australia, Japan, Thailand and Singapore share their unique perspectives on aging well.
• Many of the experts featured in the report focused oninfrastructure to support people as they start to age, including community and government policy. Few experts focused on aging well in traditional wellnessterms none of them talked about wellness in the sense of food, diet, massage.
• There is no market research proving that focusing on selling to an 18-to-25-year-old results in them using your product by the time they're 50.Readthe Global Wellness Institute Aging Well Initiative report WHAT IS HAPPENINGWITH AGING WELL?