The Flat Age Network Evening
Thursday, 4 December 2014 from 18:00 to 21:00 (EST)
Three years after author Simon Doonan declared that ‘youth is the new global currency’ LS:N Global has detected a shift away from the youth-focused mentality of the 20th century. The things we used to associate with the under-40s – vitality, beauty and vibrancy – are being reconsidered as we discover that age no longer denotes behaviour in the second half of the Turbulent Teens.
Bold business ventures are being undertaken not just by Millennial start-ups, but by Boomer retirees. Visual art and fashion creatives are finding beauty in mature faces. And hedonism is being revisited by the generation that discovered it in the 1960s.
With these phenomena the cult of youth is fading, replaced by a culture of agelessness in which people’s interests and activities need not change just because they were born on a certain date. Just as LS:N Global has tracked how gender stereotypes are becoming less influential with customers, so too age is becoming less of a factor in consumer behaviour.
Our forthcoming Flat Age Network Evening will explore how brands can re-engage with a lucrative audience that is no longer willing to be marginalised.
If you wish to attend on the 4 December, please RSVP to your account manager.
Speakers Include :
:Matt Connolly, founder, myLovelyParent
Matt has been involved in some of the world’s most celebrated digital projects. He co-founded Enable Interactive, voted the UK’s number one digital innovation agency by Renovation magazine, and he is now involved in a number of social businesses, including myLovelyParent, one of The Sunday Times top 10 dating sites of 2014.
MyLovelyParent was launched after Matt’s mother suggested that he help her find ‘find her knight in shining armour’. Instead of algorithms and complicated surveys, the site enables adult children to play matchmaker for their single parents by creating a profile and recommending people to their parent. It makes internet dating simple and less daunting for the Boomer crowd.
: Guy Merrill, senior art director, Getty Images
Guy started his career in New York – originally working in film and television before joining the Getty Images creative team in London. As an art director, he works with photographers across Europe to create dynamic and inspiring images. Many of the images he has collaborated on have been featured in The Creative Review Photography Annual, Portrait Salon, and Lürzer's Archive. He has also won awards from PDN, AOP, Graphis and the Taylor Wessing Photographic Portrait Prize at the National Gallery. Guy is particularly interested in the evolving social aspects of imagery and has spoken at numerous events about photography and our wider visual culture. Apart from his work at Getty Images, he is interested in design and interiors, and writes the popular design blog, Man Make Home.
: Mike Bonner, general manager for UK, Ireland and Middle East, Silversea
Mike was Silversea’s director of marketing from 1999 to 2006 and then joined The Maybourne Hotel Group, where he was director of sales and marketing for Claridge’s, The Connaught and The Berkeley hotels in London. He rejoined Silversea in 2011.
: Anna James, founder and CEO, Spring Chicken
Anna started Spring Chicken in 2013 selling products and services for older consumers. Spring Chicken’s mission is to make the lives of older people better and to build a great business in the process.
Anna’s interest in life stage retailing began in 2000 when she joined Mothercare. Over the next eight years Anna worked in e-commerce and marketing, and latterly was responsible for the development of the company’s strategy.
Before founding Spring Chicken, Anna worked at The Carphone Warehouse as marketing director, responsible for the brand development for the group across 10 European markets.
Anna holds an MBA and studied economics at Emmanuel College, Cambridge. She now lives in Oxford with her four children.
: Robert Campbell, founder and creative director, High50
Robert founded High50, a new online community whose mission is to inspire and empower people over the age of 50.
Robert has worked in advertising as a copywriter, creative director, agency manager and entrepreneur for nearly 30 years. He has started several successful companies, including the Banks Partnership, Rainey Kelly Campbell Roalfe, HPT Brand Response.
He has produced award-winning work for clients such as Land Rover, Lego, News International, Jaguar, MasterCard, L’Oréal and Virgin. Now he runs Beta, a boutique advertising agency that works with data, technology and content to create powerful bespoke solutions for clients.
: Simon Kinneir, research associate at The Helen Hamlyn Centre for Design
London-based designer Simon Kinneir specialises in spatial, communication and product design with a research specialism in design for sight loss and independent living. His Leaven Range incorporates a series of subtle tactile cues which help those with reduced vision cut vegetables, accurately place a pan on the stove and see a clear glass on a dark or light surface, among other tasks. All the while, Kinneir maintains a stylish pared-back aesthetic. He is currently working at the Royal College of Art’s Helen Hamlyn Centre for Design as a research associate and has recently been involved in the Design Diversity exhibition in Vienna which focused on ageing and design.
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