Edelman and the National Innovation Centre for Ageing (NICA) announce the formation of The Longevity Lab, a global offering and resource for marketers designed to leverage the influential power and economic potential of the world’s 55+ generation. 

The global source on how to find, engage and deliver successful commercial relationships and marketing efforts that wins the loyalty and economic stakes of this generation. 

Comprised of NICA’s extensive global VOICE network of more than 4,000 active citizens and powered by Edelman’s unique understanding of trust and generational influence, The Longevity Lab will lend expertise, insights and perspective, counselling clients on the untapped market potential of this generation of consumers and how best to reach and engage them. 

The Lab will be run jointly by Jackie Cooper, Edelman’s Chief Global Brand Officer, and Prof. Lynne Corner, Chief Operating Officer of NICA. 

“At 2 billion+ there are more people aged 55+ than children under 5. By 2050, that number will double. We are moving from an aging society to a longevity society. This group, of which I am a part, is living longer, amassing more wealth, and willing to spend, and yet our industry has a massive blind spot where it concerns this generation. Only 5-10% of marketing budget is allocated towards us. We’ve launched The Longevity Lab to open the industry’s eyes to the power and potential of this demographic,” says Jackie Cooper. 

Notably, The Longevity Lab emanates from Edelman’s Gen Z Lab, which launched in June 2022 to help marketers more effectively engage the Gen Z consumer. After significant growth, three dedicated research studies, and $37.5 million in contributed revenue, The Gen Z Lab produced a core insight that inspired the formation of its longevity counterpart. 

Across Edelman’s generational research, the generation that has proven most similar to Gen Z in terms of consumer behaviour, discerning nature, and expectations for brands has consistently, and shockingly, been the boomer generation. 

“The 55+ generation is just as vital to our societal future as Gen Z is. Where Gen Z may drive the cultural zeitgeist, the Longevity generation drives its economic undercurrent. Those 50+ are responsible for half of all global spending,” says Lynne Corner.

“NICA has unique expertise in developing and introducing societal and economic innovations in support of longer, healthier lives. We could not be more excited to match our vision with Edelman's outstanding brand building and generational insights expertise. Together with marketers, we can accelerate the delivery of services and products to a population mostly forgotten or stereotypically portrayed. We want to challenge that and lead the change both for return on investment and on society.” 

At launch, The Longevity Lab will offer clients unique data and insights, on-call creative strategy and marketing consultation, and bespoke intelligence on ageing and healthy longevity. 

The global resource will help brands reach one of the world’s most overlooked target demographic. 

To get in touch with Lab, please contact: LongevityLab@edelman.com

SYDNEY, 20 March 2024 - Edelman Australia has announced two new additions to its leadership team, welcoming Fiona Parker as the newly appointed Head of Corporate and Melissa Young as the new Head of People.

Fiona joins Edelman from boutique Australian finance agency, Honner, where she held the position as Chief Strategy Office and led the firms corporate, tech/fintech, and digital assets business. Fiona brings over 20 years or corporate communications experience spanning Australia, Europe, and Asia. 

Previously Head of Corporate Communications in Australia for FleishmanHillard and Asia Pacific Technology Practice Director for the former H+K Strategies, Fiona's corporate, B2B, and B2C experience includes blue chip global, regional, and local companies. Fiona also spent several years as an in house Marketing Manager in the telecommunications industry. She brings extensive crisis, issues and reputation management experience, and is an accomplished media, communication skills and crisis preparedness trainer. 

Speaking on her appointment, Fiona said, "I'm delighted to join Edelman Australia and be part of its marketing lead team delivering strategic guidance to an impressive client roster at a time of unprecedented reputational complexity in Australia". 

“as leaders, they both encapsulate our beliefs and values, centred around our people, while understanding the power of culture and capability at edelman in delivering impactful work for our clients."

- Tom Robinson, ceo edelman australia

Melissa joins from a marketing agency, Cheil Australia, where she served as Head of People and Culture. She is based out of the Sydney office and reports into the APAC People Team Lead, Lin Yanhong, who recently joined as the new Chief People Officer for APAC in Singapore.

A seasoned HR leader with over 15 years experience and strong focus on business partnering, learning and development, strategy, and employee relations, Melissa brings a broad scope of knowledge from industries including advertising, entertainment, education and media. 

"I'm excited to join the Edelman team during such a pivotal moment of growth and innovation. Having had the privilege of leading people and culture initiatives the past fifteen years, I'm eager to bring my expertise forward to make a meaningful impact on both our clients and employees," Melissa said. 

Tom Robinson, CEO of Australia, added, "We're thrilled to welcome Fiona and Melissa as we continue the expansion of our leadership team. As leaders, they both encapsulate our beliefs and values, centred around our people, while understanding the power of culture and capability at Edelman in delivering impactful work for our clients"

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