Unlock the Value of Longevity Now

Longer lives are no longer a demographic trend. They are a market transformation. From media publications to the rise of creators who redefine life after 55, culture is rapidly catching up to a reality brands can no longer ignore.

Edelman's Longevity Lab presents The 100-Year Life Report, a new perspective on how increased longevity is reshaping consumer behavior, cultural influence, and long-term growth. As people live longer, healthier, and more active lives, the 55+ audience is emerging as the most powerful and most underestimated driver of commercial value.

By 2050, the global population aged 60 and over will double to 2.1 billion people. In the United States, half of children born today are expected to live to 100. This shift is not on the horizon, it is already accelerating across categories, from financial services and healthcare to travel, technology, retail, and media.

Yet longevity is not simply about age. It is about extended relevance, influence, and spending power across decades. Longer lives create wider brand windows, and greater opportunity for brands that understand how trust, values, and needs evolve over time.

Inside the report, Edelman introduces The Longevity Runway, a new strategic framework designed to help brands move beyond short-term, age-based tactics and instead build durable relevance, trust, and growth with the audience shaping demand for the next 30 to 40 years.

This report works hand in hand with our Power of 55 offering, a curated list of influential leaders, creators, and cultural innovators shaping consumer engagement and commerce - who are all over the age of 55. Together, the Power of 55 and The 100-Year Life Report help brands understand not just who this audience is, but how their behaviour, loyalty, and interests are being redefined year after year.

Edelman’s Longevity Lab brings together cultural insight, behavioral science, data, and communications expertise to help organizations navigate this transformation with confidence. The brands that act now will be the ones that compound value over time.

The 100-Year Life is here. The opportunity is now.