Leading experts warn that ageism and outdated business models are leaving revenue and opportunity on the table.
The preview breakfast for the Longevity Show’s B2B conference brought together senior decision-makers to explore how the shift to 100-year lifespans is reshaping commercial strategy, healthcare delivery and consumer expectations. Hosted at Edelman’s UK HQ, this event brought together select guests to explore one of the themes being addressed at the June conference.
The panel session was moderated by Carolyn Paul, EMEA Chair of Health, Edelman, who led a discussion featuring Dr Raghib Ali OBE, Chief Executive & Chief Medical Officer at Our Future Health; Dr Aamer Khan, Co-Founder & Medical Director of Harley Street Skin Clinic; and Lynne Corner, Director/Deputy Director of the UK National Innovation Centre for Ageing (NICA) and Vice Chair of the UK Longevity Ecosystem.
What longevity means in practice
The panel opened by stripping away hype to define longevity’s real-world implications. Lynne Corner emphasized that longevity is transforming every aspect of living, noting that the traditional three-stage life model has become obsolete. Organizations must now reimagine leisure, beauty, housing, and other sectors to get ahead of this curve.
Dr Raghib Ali framed the current moment as an opportunity to improve both lifespan and healthspan, highlighting the need for an evidence base across all ages and demographics, positioning the UK as uniquely well-placed to lead this transformation.
Dr Aamer Khan described longevity as an inevitable outcome of the paradigm shifting away from acute to chronic illness management. Drawing on his experience with 65,000 clients, he noted increasing demand from mid-life and older adults seeking holistic solutions to their health challenges.
Immediate commercial opportunities
The discussion revealed significant gaps between consumer demand and market readiness. Corner highlighted persistent ageism in product development, citing examples of people in their 80s who find vendors unprepared to support them. She pointed to companies beginning to develop new products that challenge stereotypes of 85-year-olds confined to home care. Purpose-driven activities and skills learning are increasingly important to older consumers who express frustration that products and services aren’t ready for their needs.
Dr Ali stressed that longevity isn’t solely about the older population, identifying roles for private sector innovation across all demographics. He noted that health outcomes vary dramatically based on where people are born, creating opportunities for targeted interventions.
Global innovation and cross-sector adaptation
Dr Khan discussed emerging work in India leveraging diagnosis and data volumes, and highlighted the urgent need to address health discrepancies in regions like South Wales through unified health access. Getting longevity concepts embedded into societies requires helping people understand how to protect their own health.
Corner observed that startups are pivoting toward longevity-focused solutions, while major insurance companies and banks are beginning to finance the 100-year life. Singapore serves as a model, while China is rapidly developing over-55 living environments with assistive technology and other innovations for its huge aging population.
Dr Ali emphasized the transformative potential of combining genomics, wearables, and AI to create a new evidence base emphasizing that large companies could lead by integrating employee healthspan support into their core offerings.
Practical first steps for organizations
The panel concluded with actionable recommendations for organizations seeking to embrace longevity opportunities. Corner emphasized the importance of planning and mapping across financial security, purpose, and social connections, noting that trust is foundational.
Dr Ali cautioned that GLP-1 drugs are not a panacea, stressing the critical role of behavioral and digital interventions. He identified a significant mindset shift required for employers to prioritize keeping workers healthy.
Dr Khan advocated for evidence-based approaches to cut through marketplace noise, drawing inspiration from Japanese culture’s integration of older adults into society. He emphasized listening to people, partnering with universities, and using AI appropriately for predictive algorithms.
Corner closed by stressing the urgency of capturing the citizen’s voice, warning that “we can’t afford to lose any more time”. She highlighted growing consumer irritation at product unreadiness despite enormous appetite for longevity solutions, emphasizing that nudging healthy behaviors must be tailored and personalized. Peer support will be essential, and organizations must recognize that trust cannot be demanded but must be earned.
Scaling Health and Longevity Conference
Join the B2B conference at The Longevity Show and learn how clinics, insurers, employers, wellness operators, and innovators are turning longevity into scalable services, partnerships, savings and revenue.
Edelman’s Longevity Lab
Edelman’s Longevity Lab, working in partnership with NICA (the National Innovation Centre for Ageing), is actively shaping new narratives around aging and healthspan that challenge stereotypes of decline. The Lab’s research has demonstrated that failing to prioritize the 50+ demographic represents both a moral and commercial oversight, as this “longevity generation” controls growing global spending power while remaining under-served and under-represented in brand strategy. The Longevity Lab plays a central role in bringing together research, lived experience, and brand insight to help organizations understand the $67 billion longevity market projected by 2035.
