4-Quarter Lives

In this episode of 4-Quarter Lives, Avivah Wittenberg-Cox sits down with Jacynth Bassett, the founder of Ageism Is Never In Style, to discuss their collaborative campaign, Intentionally Intergenerational. Launched in conjunction with Global Intergenerational Week (April 24–30), this initiative challenges outdated age narratives and promotes age inclusivity across workplaces and society.Jacynth, recognized as the 'Anti-Ageist Activist of the Year 2023' and one of the Evening Standard's '22 Londoners Changing The World', shares insights into the campaign's mission to bridge generational divides intentionally. With a community of over 270,000 followers and a reach of 90+ million content views, Ageism Is Never In Style leverages its platform to foster intergenerational connections and highlight the value of age diversity.​Together, Avivah and Jacynth delve into strategies for cultivating age-inclusive cultures, the importance of intergenerational allyship, and the economic imperative of embracing longevity. They also discuss their upcoming free LinkedIn webinar on April 30, 2025, aimed at equipping leaders with tools to navigate and benefit from multigenerational dynamics.​ Tune in to explore how intentional intergenerational collaboration can drive innovation, inclusivity, and sustainable growth in today's evolving demographic landscape.Jacynth Bassett is an award-winning expert, consultant and leader on age-inclusivity. As the Founder & CEO of global award-winning consultancy, community & campaign Ageism Is Never In Style®️, she is now widely recognised as a leading pioneer and voice on age inclusivity, ageism and longevity. Jacynth has been driving the age-inclusivity and anti-ageism movement since 2016 - from creating viral campaigns including #ILookMyAge (45M+ views), to consulting for and advising global brands and companies across a wide range of industries and sectors. Her strategic expertise, commercial acumen, and creative vision, paired with a deep ability to connect across generations, make her one of the most exciting visionaries and disruptors in this space.Useful Links:* LinkedIn Webinar 30 April, 13:00 BST* Ageism is Never in Style website* Ageism Is Never In Style Instagram : www.instagram.com/ageismisneverinstyle Get full access to Elderberries at elderberries.substack.com/subscribe

4-Quarter Lives explores the profound impact of longer lives and careers on… everything: countries, companies, couples, and careers. This week I’m doing a summary of Season 8, a series in two acts and ten voices.The First Act looked at a how smart older women are working hard on understanding and strengthening the next generation, and also starting to explore the new roles that older women are taking on in Q3.The Second Act featured some of the change agents waking the world up to this new era of longevity and what I call ‘generational balance’ in a myriad of ways, media and channels.ACT 1 - What Older Women Know NowCulture, socialisation, media and gender roles all shape what we can and can’t do with our lives. And these Q3 women are working to redefine the stories we hear and tell.* CULTURE: That we’ve got a big cultural challenge that is getting worse in an age of warring autocrats. It’s impacting our kids – both girls and boys – and our relationships. Kids are getting depressed and disconnected. Niobe Way, a developmental psychologist and NYU professor, shared her 30 years of research on boys, friendship, and the emotional repression imposed by traditional masculinity – and capitalism. As she says “We live in a culture that privileges thinking over feeling. Any culture that does that is going to be deeply screwed up.”* SOCIALISATION: This is especially true in some parts of the world more than others. Fast-changing and exploding India is still no easy place for young women with ambition, and Anuradha Das Mathur founder of the Vedica Scholars Programme for Women, a women-only MBA, is celebrating a decade of training a new generation of women leaders to navigate work, life, and leadership in ways that respect both ambition and care. “Dignity and dependence don’t go hand in hand. If you want dignity, you need independence. And independence requires financial freedom.” She’s ensuring they can claim it.* MEDIA MESSAGING: Then we shifted from early gender roles to later ones. Katja Meier is an award-winning screen writer trying to produce a TV show featuring a 59-year old woman who inherits a lot of money from her capitalist oil baron father and wants to distribute it differently, based on role models like Mackenzie Scott or Melinda French Gates. The producers wanted her to shave 20 years off her leading lady. It’s a great commentary on the money that a lot of Q3 women around the world are likely to inherit over the coming decade, and how little understanding there is of their motivations or interests. “As women, we’ve learned to figure things out—whether it’s navigating careers, family, or life’s challenges. The world may doubt us, but we know what we’re doing.”* GRANDPARENTING: Another lens into emerging Q3 women’s roles is Terri Apter’s new book, Grandparenting. She explores the complexity of modern parenting and grandparenting and how ageing feminists are redefining all the scripts. “We thought we’d finished the feminist fight. And then we became grandmothers. Suddenly, we’re back to renegotiating what’s selfish, what’s selfless—and what’s ours.”Each of these women is working across generational lines, using knowledge, empathy, and strategy to help younger people thrive – while also claiming space for their own evolving roles in later life.Act 2: Waking the World UpThe second half of the season looked outward – to the structural and business awakening needed around longevity. These guests are pioneering new ways to educate, communicate, and convene around one of the biggest shifts of our time: the reality that we’re living longer, and need new systems to match.* EDUCATION: Céline Abecassis-Moedas, Dean at Católica Lisbon School of Business and Economics, is redesigning leadership education to prepare executives for multigenerational teams and 100-year lives. Our Longevity Leadership programme is part of that future-facing work. If you’re interested, check out our upcoming Longevity Leadership Programme in Lisbon this June 23-27th. “What we do in the Longevity Leadership program is simple yet powerful: we connect the dots between personal transitions, corporate strategies, and societal shifts—because ageing is everyone’s business.”* MOVIES: Education takes different forms, and documentaries are a powerful way of sharing the multiple trends and advances on the scientific side. Ruben Figueres’ film Longevity Hackers, is a wonderfully global overview of the people and the debates swirling around making us live both longer and healthier. “90% of what we can do for longevity has nothing to do with expensive treatments—it’s about lifestyle. Diet, exercise, sleep, and mindset are the key. The best part? These things are available to everyone, not just the wealthy.”* CONFERENCES: Michael and Nancy Hodin, through their Global Coalition on Aging and the International Longevity Summit, are bringing together global leaders, policymakers, and thinkers to elevate longevity as the defining issue of our era. “We’re living longer than ever before, but our systems weren’t built for it. Businesses and governments need to rethink everything—from healthcare to workforce strategies—to truly capitalize on the longevity economy.”* ENTREPRENEURSHIP: Brian Clark, founder of Copyblogger and Further, is using the power of content to tell richer, more resonant stories of midlife and beyond – stories that speak to meaning, reinvention, and legacy. “The longevity economy is the biggest market opportunity and the biggest societal problem you could tackle right now. And yet, businesses are still sleeping on it.”* BOOKS & RESEARCH: Debra Whitman, head of thought leadership at AARP and author of The Next Fifty, is challenging outdated perceptions of ageing and urging institutions to reimagine how we live, work, and contribute across longer lives. “Aging isn't just an extension of the first half of life—it’s an entirely new chapter. We need to reframe it, rethink it, and embrace it.”* LEGACY: James Hagerty, who writes the Wall Street Journal’s obituary column (and has done over 800 of them) recommends that we all write our own stories – early. It’s the only way of ensuring the whole narrative survives. “Most people don’t think their early life is worth sharing, but that’s where the real story begins—how and why you became who you are.”These voices are loud, clear, and future-focused. They’re not just adapting to longer lives – they’re re-imagining them and designing for them.Season 8 was a reminder that longevity is a lens – one that lets us see both the potential of our later decades and the urgent need to rethink how we adapt to the realities of our ageing societies and their consequences.If you know someone who’s shaping the future of longer lives and careers, ageing societies and shifting demographics – or living their 4-Quarters in a way the world needs to hear – let me know. Season 9 is almost finished, but we’re in planning mode for Season 10 which will publish in the fall.Elderberries is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Get full access to Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with Dr Terri Apter, psychologist and author of the recently published Grandparenting: On Love and Relationships Across Generations. They discuss the evolving role of grandparents in modern family dynamics and how becoming a grandparent changes relationships with every family member, from adult children to in-laws. Terri categorizes grandmothers into three types: Feminists: Who provide childcare to support their daughters' careers; Radicals: Who prioritize their own independence; and Subversives: Who engage with grandchildren in unconventional ways. She also highlights the evolving role of grandfathers, who now offer hands-on support, sometimes more than they did as fathers. Teens, especially boys, often trust grandfathers most. She discusses alternative ways of grandparenting for those without biological grandchildren, emphasizing mentorship, community involvement, and the role of step-grandparents. This thought-provoking episode reframes grandparenting as a dynamic, multi-generational negotiation, filled with love, shifting expectations, and social change.Terri Apter, Ph.D. is a psychologist and prize-winning writer. Her books on family dynamics, identity and relationships received international acclaim. In addition to her most recent book Grandparenting: On Love and Relationships across Generations, they include Altered Loves: Mothers and Daughters During Adolescence (a New York Times Notable Book of the Year), and The Confident Child (winner of the Delta Kappa Gamma International Educator’s Prize). Her reviews and articles have appeared in the Guardian, the TLS, the Financial Times, the New York Times Book Review, and the Psychologist, and she is a regular blogger for Psychology Today. Raised in Chicago, Terri moved to the UK to study at Edinburgh University and Cambridge University, where she has worked ever since.Some Useful Links:* Terri Apter’s website* Buy Grandparenting here (UK)* Buy Grandparenting here (USA) Get full access to Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with Dr. Debra Whitman, Executive Vice President and Chief Public Policy Officer for the AARP (the American Association of Retired Persons). They talk about ageing, longevity, and her new book The Second Fifty: Answers to the 7 Big Questions of Midlife and Beyond. Whitman discusses her role at AARP, an organization supporting people over 50 but open to all ages, focusing on advocacy, research, and benefits. She shares her motivation for writing the book, realizing as she approached 50 that many aspects of aging were not well understood. The book addresses key questions like life expectancy, financial security, work longevity, and health. They explore inequalities in ageing, with Whitman highlighting disparities in life expectancy based on income, location, race and the U.S. healthcare system’s focus on disease treatment over prevention. The discussion also covers the challenges of retirement planning, with many forced to work longer due to financial instability. Whitman advocates for policy changes, including improved retirement systems and long-term care solutions. She emphasizes the benefits of a positive ageing mindset, which can extend life expectancy. Relationships are also crucial for well-being, often outweighing financial wealth. The conversation underscores the need for individuals and societies to rethink and reframe ageing. As Chief Public Policy Officer of the AARP, Dr Debra Whitman leads policy development, analysis and research, as well as global thought leadership supporting and advancing the interests of individuals age 50-plus and their families. She oversees AARP’s Public Policy Institute, AARP Research, Office of Policy Development and Integration, Thought Leadership, and AARP International. An economist, her career has been dedicated to solving problems affecting economic and health security, and other issues related to population ageing. Formerly staff director for the U.S. Senate Special Committee on Aging, she worked to increase retirement security, lower the cost of health care, protect vulnerable seniors, safeguard consumers, make the pharmaceutical industry more transparent, and improve the USA’s long term care system. Before that, Dr. Whitman worked for the Congressional Research Service as a specialist in the economics of ageing and, from 2001 to 2003, she served as a Brookings LEGIS Fellow to the U.S. Senate Committee on Health, Education, Labor and Pensions. Dr. Whitman serves on several boards, including the National Academy of Social Insurance, Syracuse University Maxwell School and the Pension Rights Center. She holds master’s and doctorate degrees in economics from Syracuse University and a bachelor’s degree in economics, math and Italian from Gonzaga University.Some Useful Links:* Buy ‘The Second Fifty here (USA)* Buy ‘The Second Fifty here (UK)* AARP website* Debra’s AARP Blogs Get full access to Elderberries at elderberries.substack.com/subscribe

This week on 4-Quarter Lives, Avivah Wittenberg-Cox talks with Anuradha Das Mathur, the founder of an original Management and Leadership programme in INDIA, dedicated to young women with ambition. Vedica Scholars is a pioneering leadership program that helps young women in India build sustainable, ‘break-free’ careers by refusing the cultural choice between work and family. This year, it’s celebrating its 10th anniversary and fast-growing alumnae group.In this conversation, Anuradha and Avivah explore how Vedica is transforming career trajectories for ambitious women, challenging traditional gender norms, identifying enlightened employers and companies, and fostering a new generation of leaders who are financially independent, self-assured, and unafraid to break free from outdated expectations. Anuradha also describes her personal journey - how her own awakening to gender inequalities led her to launch a program that has now empowered over 800 women. She and Avivah discuss the changing aspirations of young women in India, the cultural shifts influencing their career and life choices, and how this might be transferred to other regions of the world. India’s evolution is key to the 21st century, as are its women.Anuradha Das Mathur is Founding Director of the Vedica Foundation, the Founder and Dean of the Vedica Scholars Programme for Women, and Founder of the Vedica Women’s Alliance, a network of senior women professionals who are committed to advocate for a more gender-balanced professional ecosystem. She also serves as Senior Adviser at the DGA Group and is Managing Director of the CFO Collective – a boutique media company serving India’s senior finance community. She has also co-founded Samarth, one of India’s most reputed elder care companies with operations in 100 cities. Anuradha spent twelve years of her career with the Indian affiliate of the Economist Intelligence Unit, where she led the research and advisory business, working at the intersection of the policy, business and development sectors. Prior to this, she ran Businessworld, India’s most widely-read business magazine. She was selected, with 25 other women globally, for the prestigious Global Women's Mentoring Partnership program, a joint initiative by Fortune and the U.S. Department of State. Her passion for improving women’s participation in the workforce took root during this programme and has led to her pioneering ventures such as The Foundation for Working Women and the Vedica Foundation. In 2016, she was elected to be a part of India's ‘100 Women Achievers’, an initiative launched by the Government of India. Anuradha received a B.A. in Economics from Lady Shri Ram College, Delhi University and an M.A. in Economics from Trinity College, Cambridge University. In 2016 she was selected as a Yale Greenberg Global World Fellow. Some Useful Links:* Vedica Scholars Programme Website* The Vedica Story | Inception, Impact, and Vision* “If you can’t see it, you can’t be it” - Only 11% of Top Business School Case Studies Have a Female Protagonist* Falling fertility rates leave India staring at a looming demographic challenge Get full access to Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with James R. (Bob) Hagerty, longtime journalist and obituary writer for The Wall Street Journal. After a 40-year career covering business and markets across New York, London, Hong Kong, and Paris, James found an unexpected calling - writing obituaries that capture the richness of lives well-lived. Through more than a thousand obituaries, he’s uncovered what gets remembered, what gets lost, and why we should all take the time to write our own life stories. In this conversation, he and Avivah explore the power of memoir writing—not just for those who come after us, but for ourselves. Why do so many of us wait too long to reflect on our own journeys? How can writing our own stories help us make sense of the choices we’ve made and even shape our futures? And how does storytelling preserve both personal and collective history?James’ book, Yours Truly, makes the case for taking our own narratives into our hands before others summarize them for us.James R. (Bob) Hagerty is based in Pittsburgh and writes obituaries and other feature stories for The Wall Street Journal. Over the past four decades, he also has worked as a reporter, editor and bureau chief for the Journal and the International Herald Tribune in Hong Kong, London, Brussels, Paris, Atlanta and New York. He served as managing editor of The Wall Street Journal's Asian edition and London bureau chief of the WSJ. In addition to his journalism, James is the author of The Fateful History of Fannie Mae (History Press 2012), and Yours Truly, An Obituary Writer’s Guide to Telling Your Story (Kensington's Citadel Press, 2022), a book on how to tell life stories. He holds a bachelor's degree in economics from the University of North Dakota.Some Useful Links:* Buy Your’s Truly (Amazon USA)* Buy Your’s Truly (Amazon UK) Get full access to Elderberries at elderberries.substack.com/subscribe

In this week’s episode of 4-Quarter Lives, Avivah Wittenberg-Cox talks with Ruben Figueres, co-Producer of the new film ‘Longevity Hackers’. The film follows Emmy Nominated Filmmaker Michal Siewierski (Food Choices, Diet Fiction, Takeout) on a journey to discover the latest research and science breakthroughs in the field of longevity and healthy life extension. Ruben talks about how an increasing number of experts, scientists, researchers and startup CEO’s believe that we are on the brink of being able to dramatically increase human health span and lifespan. He describes where the inspiration for the film originated, and the challenges of producing it over 4 years, featuring interviews with over 70 experts and seeking to present a balanced perspective on the topic. The focus is as much on health-span as life-span and emphasises that 90% of longevity improvements are already accessible to everyone through lifestyle changes. He believes, however, that living to 200 is increasingly realistic, due to exponential technological advancements and AI's potential impact on longevity research. He admits that producing the film significantly changed his own perspective on longevity and health and led to improved personal habits, especially sleep, resulting in better mood, physical state, and mental clarity. Ruben is now working on a second film focusing on inspiring stories of older individuals achieving remarkable feats.‘Longevity Hackers’ came out in 2024 and is currently available on Amazon, Apple TV, Google Play, and Voodoo in most countries.Entrepreneur, media expert, author and accomplished Ironman athlete, Ruben Figueres brings over two decades of media, business and advertising experience to the table, with his work ranging from fortune five hundred companies to presidential campaigns. Having executive produced hundreds of TV commercials, TV shows and infomercials. Ruben joined New Roots Films as Director of Business Affairs and co-producer of the film "Longevity Hackers". He is also President of the Alario Group, a leading Hispanic advertising agency in Chicago, whichh he founded, and was previously Business Development Strategist for Flowers Communications Group. He has an MBA from Escola Superior d’Administratio i Direccio d’Empreses (Esade) in Barcelona.Useful Links:* ‘Longevity Hackers’ website* New Roots Films website* Businesswire report on Longevity Hackers* Hollywood Reporter on Longevity Hackers Get full access to Elderberries at elderberries.substack.com/subscribe

Trying to get a short, sharp, shot at why we need to focus on longevity? Try this little conversation opener.Send it to your boss. Or your mother. They probably both need it.Feel free to share, just please cite my name, and the link to elderberries.substack.com And, please. Let me know what you think, answer this 1-question poll:To raise awareness of longevity and its impacts on all of us, consider becoming a free or paid subscriber. Get full access to Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with Michael and Nancy Hodin. Michael is Chief Executive of the Global Coalition on Aging (GCOA), while Nancy produces events for the Silver Economy Forum as part of the GCOA, while also running her own business as President of H&H Media.Together they discuss the significance of aging, longevity and the silver economy. Michael founded the GCOA 14 years ago, after a 30 year career at Pfizer, He explains its origins, arising from research showing how health and pension systems as well as society generally are increasingly struggling with longevity trends. He outlines its aim, to bring together diverse business sectors to address aging opportunities as a budines development strategy, , and through that focusing on the intersection of public policy, market innovation and healthy aging for GCOA Companies. Nancy, after a similarly long career in media and non-fiction programming, became interested in celebrating the accomplishments of people in their "third quarter" of life. She now leads the Silver Economy Forum as part of GCOA, to bring in cultural/media perspectives to their work.In conversation, Michael, Nancy and Avivah explore the significant disconnect between the economic power of older populations and how businesses/marketers do not target them. For example, 70% of US disposable income is held by those 60+, but only 2% of advertising dollars target the 55+ demographic. Many business are still not strategically planning for this reality and sectors from finance and tech to transportation, housing and travel are as yet failing to tap into the huge market potential of the older age demographic. The aim of the Silver Economy Forum is to raise awareness and drive action on aging-related opportunities across sectors and focus government and global institutional decision makesrs on aligned policy changes By combining policy/data insights with storytelling and popular cultural references, the objective is to shift perceptions on aging even as the market opportunity for businesses is addressed Together Michael and Nancy organise an annual gathering to discuss aging economy opportunities, bringing together policymakers, businesses and cultural figures. They see growing interest from countries like Saudi Arabia and Uruguay adding to the OECD countries from Japan, Italy and Finaland to the U.S. and UK while the UN Decade of Healthy Aging provides a valuable global framework through to 2030.Michael Hodin, Ph.D. is CEO of the Global Coalition on Aging, Managing Partner at High Lantern Group, and a Fellow at Oxford University’s Harris Manchester College. He has spoken internationally on the topic of aging, including at G20, APEC, Davos, and the World Knowledge Forum (WKF). He is also a blogger on Medium.  In previous careers Mike was Legislative Assistant to Senator Daniel Patrick Moynihan and a Visiting Scholar at Brookings Institution, on U.S. Foreign Economic Policy. He was a senior executive at Pfizer for 30 years, where he created and then led its International Public Affairs and Public Policy operations and served on Management Boards for a number of its businesses. Mike is a Member of the Council on Foreign Relations, and from 2010-2013 was Adjunct Senior Fellow with a focus on population aging. In 2013, he was invited to lead a Members’ Roundtable with the U.S. Senate Special Committee on Aging. He was a member of the World Economic Forum’s Global Agenda Council on Ageing, and he sits on the Advisory Board for the Milken Institute Center for the Future of Aging, as well as many other Boards. Mike holds a BA, cum laude, Cornell University, M.Sc.in International Relations from The London School of Economics and Political Science, and M.Phil and Ph.D. in Political Science from Columbia University.Nancy Jackson Hodin is a strategic content producer, designing specifically for selected distribution platforms and clients. Her work in broadcast, cable, experiential media, the web, live events, and digital signage strives to go beyond the conventional. Since 1986, Hodin has owned and operated her own production services company, H&H Media, Inc. Currently H&H Media is working with the Global Coalition on Aging, producing live and virtual global events on the Silver Economy. Other recent projects have included a ground-breaking video website, First Comes Fashion, a digital platform that was first to live stream fashion runway shows from around the world and produce original content to complement the shows. In addition, under The Clarient Group, Hodin partnered with major real estate developers to create broadcast and advertising signage businesses in mixed use properties, with The Time Warner Center in New York City as their inaugural project. Hodin has a BA from Dartmouth CollegeSome Useful Links:* Global Coalition on Aging website* Silver Economy Forum website* H&H Media Inc. website Get full access to Elderberries at elderberries.substack.com/subscribe

In this episode of 4-Quarter Lives, Avivah Wittenberg-Cox talks with Brian Clark, Founder of the midlife personal growth newsletter Further, of the marketing services business Longevity Gains, and serial digital entrepreneur. They discuss how, after selling his hugely successful digital business Copyblogger in 2018, Brian took time out from his serial entrepreneurship to travel and reflect on his future direction. He recognised how often men struggle silently with midlife transitions, and how men’s voices were lacking in the longevity space. He describes his career to that point and how the content marketing principles he had developed during that time remain powerfully relevant for educating and engaging older consumers. He also recognised how slow many businesses have been to recognise and adapt to the demographic shift of older and more affluent consumers. He outlines how, recognising the need for more male voices discussing both the personal and the business aspects of longevity and midlife transitions, he launched two projects. Further is a newsletter focused on the 50+ audience, providing resources for Gen Xers who reject the idea of a “golden years” retirement and seek to start location-independent businesses to live and work from anywhere as part of their “unretirement” lifestyle. Additionally, Longevity Gains is a service to educate and advise marketers and entrepreneurs on the huge opportunities of the longevity economy.Brian Clark is a writer, traveler, and serial digital entrepreneur. He’s the founder of the pioneering content marketing website Copyblogger, the midlife personal growth newsletter Further, and of Leading Expert, an educational community that provides smart strategies for location-independent business owners. He’s also co-founder of Digital Commerce Partners, a content marketing and SEO agency for digital business owners.Brian has started 13 businesses in the last 27 years, either solo or as a co-founder. The first one failed, but every company since has yielded higher revenue, profits, and happiness. He began publishing online in 1998, and by 1999 had his first entrepreneurial success thanks to an understanding of the emerging commercial internet. He went on to launch two additional successful businesses using purely online marketing and digital infrastructure, attaining even greater success. In 2006, he started a one-man website called Copyblogger, which quickly evolved into an influential digital trade magazine for the content marketing industry. The company created software-as-a-service, web hosting, WordPress themes and plugins, courses, and conferences. It’s been the dedicated service to the Copyblogger audience that has been the catalyst for the multimillion dollar tools, training, and service company Brian headed up as CEO, until his sale of the business in 2018. This level of success, plus Brian’s early adoption of online content to fuel startup companies, makes him a recognized pioneer of the now $44 billion content marketing industry.Useful Links:* Brian’s newsletter: Further* Longevity Gains website Get full access to Elderberries at elderberries.substack.com/subscribe