live in five hours
TODAY at 1 pm ET/10 am PT. Forty-five minutes. RSVP HERE.
If your time zone, your summer, and your work allow — come. And if they don't, register anyway and we'll send you the replay.
Here's why I hope you dial in:
$12.5 trillion.
That's what Americans over 50 generated in economic activity in 2024. 43% of U.S. GDP. Up more than $2 trillion since 2018. On its own, it's the third-largest economy on earth, behind only the United States and China.
And yet. (It's always: And yet - isn't it?)
Spend five minutes in the creator economy and you'll hear the same received wisdom: go young. Chase the 22-year-olds. Build for whoever the advertisers supposedly want.
Meanwhile the woman over 50 — the one holding the credit card, covering the college tuition (50-plus households pay 72% of it), doing $1.2 trillion worth of unpaid caregiving, driving 56% of all consumer spending in this country — gets treated like she already left the room.
She hasn't left the room. She is the room.
And here's the part that matters. I am asking you to interrupt a summer Tuesday for this. I'm asking because she isn't a market segment to me. She's us. We are this demographic, or we will be, and not one of us gets a pass on it.
We matter. Our money matters, our work matters, our stories matter — and the numbers have been sitting there in plain sight proving it while an entire industry looks the other way.
The business case is right there, too: companies still aren't keeping up with her, and that gap is the opportunity. It's the newsletter she can't find. The podcast nobody's making for her. The story that treats her like the economic powerhouse she is instead of an afterthought.
Today you'll hear from Staci Alexander, VP of Thought Leadership at AARP and the person behind this research, and Forbes columnist and bestselling author Amy Shoenthal. We'll dig into what the Longevity Economy Outlook 2026 actually means for our work and lives — who's listening, who's spending, who's being ignored, and how you position yourself to reach them before everyone else catches on. (By 2060, this contribution nearly doubles to $24 trillion. This isn't a trend. It's the whole trajectory.)
One more number: nearly 2 out of 3 women over 50 report being discriminated against on a regular basis. Which means this conversation isn't just about your audience. For a lot of us, it's about our own next chapter, too.
We're hosting this in a Circle Room on purpose. I want an actual conversation, not a webinar. Cameras on.
RSVP HERE — today, 1 pm ET/10 am PT.
Come find your unlock. Maybe it's right around the corner.
Rooting for all of us,
Amy
