Dave McCaughan, Founder & Storyteller at BIBLIOSEXUAL, joins our host, Lenny Murphy for this week's episode. Dave has spent three decades in Asia Pacific leading strategy planning and in senior management roles with McCann, one of the world’s largest advertising and communication companies.Join us while Lenny and Dave discuss the mindset of people over 65, how that population represents the most significant growth area for brands, and the myths and biases that block brands from incredible marketing opportunities.In this episode, we'll explore:What an aging population in today's society mean for brands, and what brands should and should not be doing in that contextHow longevity, new lifestyle goals, and unique drivers of success vary for different age groups and what that means for their respective expendable incomesHow and why insights professionals should rethink recruitment, age caps and quotas, and hiring practices to be inclusive of the valuable voice and life experience of older individualsMany thanks to Dave, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, Stravito.Links From The Show: GreenBook --> https://greenbook.captivate.fm/podcastLenny Murphy --> https://greenbook.captivate.fm/lennyMentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.