4-Quarter Lives

What if the most valuable thing you can become is... undefinable?In the first episode of the Longer Lives Need Better Maps summer series, Avivah Wittenberg-Cox talks with Charlie Rogers, founder of the Undefinable Community and author of Undefinable Life Design. Together they explore why younger generations are rejecting traditional career paths—and why their search for identity mirrors the questions many people face later in life as they transition into a new Q3.Charlie introduces his idea of the “golden thread”: finding the unique connections between your interests instead of defining yourself by a single job or profession. The conversation ranges from portfolio careers and AI to flexible organisations and the future of work, revealing a surprising insight: whether you’re 28 or 58, longer lives demand greater freedom to evolve. Perhaps the future belongs not to specialists—but to those willing to become undefinable.* Undefinable Life Design (book): https://mybook.to/undefinablelifedesign/* Subscribe to Charlie’s Newsletter: * Work with Charlie: https://www.undefinablelifedesign.com/ Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

After twelve weeks exploring what it means to live longer, this summary steps back from individual conversations to examine the bigger picture. Rather than recapping each episode, Avivah looks at the entire series from above and asks a more fundamental question: if the emergence of a new third quarter of life is such a profound shift, why do we still understand it so poorly? The answer, she argues, is that we’re trying to squeeze an entirely new life stage into outdated frameworks.The series naturally organised itself into three movements: Recognising, Understanding and Navigating.RecognisingThe first challenge is one of scale. Organisations, institutions and individuals have not yet grasped the sheer size of this demographic transformation. We have added decades of healthy life expectancy but continue to use industrial-age assumptions about education, work and retirement. We have built systems around a three-stage life model of learning, earning and retiring, even though millions of people are now entering a distinct and substantial third quarter between roughly 50 and 75. This isn’t an extension of midlife or a delayed version of old age. It is a new life stage entirely.UnderstandingThe second phase explored the inner experience of Q3 itself. While external markers may remain unclear, people inside this transition often describe remarkably similar feelings. There is a growing desire to shift from ambition towards meaning, from accumulation towards contribution, and from identity built around achievement towards identity built around becoming. Many experience an unsettling sense of freedom alongside uncertainty. The old scripts no longer apply, yet new ones have not been widely written. This leaves many successful people feeling temporarily lost, not because they are failing, but because they are entering unfamiliar territory without a map.NavigatingThe final episodes focused on navigation. How do individuals, couples and organisations adapt to a life course that may now span a century? Avivah argues that the biggest opportunity lies not in adding more years to life, but in redesigning the institutions that shape those years. Companies must rethink careers, leaders must rethink talent, and individuals must embrace transitions as a normal and necessary feature of modern life. The central insight emerging from the series is that Q3 is not a problem to solve but a resource to cultivate. We are witnessing the birth of a new life stage, one that may ultimately become one of the most creative, productive and socially valuable periods of our lives.Why Care? We are no longer simply living longer. We are creating an entirely new chapter of adulthood. The question is no longer whether Q3 exists, but whether our systems, organisations and imaginations can catch up with it.Memorable lines“The question isn’t whether Q3 is real. The evidence has only got louder. The question is why something this large is still so badly understood.”“We have added decades to life, but we haven’t yet redesigned life itself.”“Q3 is not a problem to solve. It’s a resource to cultivate.”“Many people don’t feel lost because they’re failing. They feel lost because they’re entering a new life stage without a map.”“The complexities only really show up when you hold recognising, understanding and navigating together.” Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week on 4 Quarter Lives, we revisit Avivah Wittenberg-Cox’s conversation with Sebastian Kernbach, founder of the University of St. Gallen’s Next – Design Your Future initiative — the first university-based midlife programme in continental Europe.They discuss how St. Gallen’s approach blends design thinking, positive psychology and behavioural economics to help accomplished professionals rethink their purpose, portfolio, and personal transitions, in what Kernbach calls the multi-stage life. He describes how the three-day “sabbatical” has evolved into a five-day immersive experience, designed to give participants a structured yet creative space to pause, prototype, and rediscover what drives them.Together, Avivah and Sebastian compare models emerging from Harvard, Stanford and Chicago with Europe’s more academically grounded, culturally diverse programmes. They explore Kernbach’s key ideas — from infinite procrastination and the magic circle to the stairway to heaven — practical methods for turning reflection into action. The conversation widens to include the role of universities and employers in supporting lifelong learning, intergenerational connection and longer, healthier, more flexible careers.Kernbach shares his vision of “transition competence” — the lifelong skill of navigating change with agency, creativity and patience — and why Europe’s blend of rigour, reflection and community may offer a new model for longevity education worldwide.Sebastian Kernbach is Professor at the University of St. Gallen, where he teaches creativity, life design and visual thinking. Her is Visiting Scholar at Columbia University and Stanford University, and Guest Professor at the African Doctoral Academy and the Central University of Beijing.Previously he worked for Xerox and Interbrand. He advises and consults organizations like Nike, The United Nations, IBM and others. He founded the Visual Collaboration Lab and the Life Design Lab at the University of St. Gallen and co-authored the award-winning book “Meet up!” as well as the best-selling books “Life Design” and “Life Design Action Book”. His most recent book is Design Your Future (April 2026).Useful links:* University of St. Gallen – Next Programme web page* Order Sebastian’s new book: Design Your Future Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week, on 4-Quarter Lives, we revisit the conversation between Avivah Wittenberg-Cox and Dr Mileham Hayes, author of ‘Live Longer: Revealing Today’s Secrets of Longevity and Wellbeing’ and a specialist in preventative medicine. As he says, “preventive medicine has never realized its promise or potential...until now”. Mileham, who launched the world’s first longevity clinic and has spent nearly six decades in coronary care, shares how much of heart disease—still the world’s top killer - is preventable, yet persistently neglected. He discusses key diagnostic tests such as ApoB, Lp(a), and coronary artery calcium scans, many of which he began using in the 1990s but still remain underused. He advocates a targeted 20-test health screening battery for anyone over 40, customized by age and gender, which is downloadable with the episode.He critiques the broader health ecosystem where profit-driven industries—from pharma to fast food—drown out preventive efforts, leaving doctors and patients with minimal influence. He shares sobering statistics on the top causes of death by decade and gender across the US, UK, and Australia—highlighting suicide as a leading killer of younger men. Rather than obsessing over radical life-extension strategies, Hayes urges a back-to-basics focus on preventing known, measurable threats. Witty, forthright, and deeply experienced, Hayes is a passionate advocate for practical, accessible healthcare that prioritizes staying alive—and healthy—as the first rule of longevity.Dr Mileham Hayes is a Specialist Physician and a Fellow of both the Royal College of Physicians of London and Edinburgh. He was appointed to the world’s first Coronary Care Unit and researched prevention of heart attacks – still the greatest cause of premature death. He has now spent some 50 years in clinical practice and is the author of two medical textbooks and a series of books on living longer through prevention, nutrition and exercise. His most recent book is ‘Live Longer: Revealing Today’s Secrets of Longevity and Wellbeing’. Mileham studied medicine at the University of Queensland. He has five children, played most sports at a high level, farmed, gardens, writes doggerel and cooks. He also had an ABC radio weekly program and two national TV shows presenting and playing jazz. He has the Order of Australia Medal for his services to Jazz.Useful Links:* Download a pdf from Mileham on main causes of death by sex and age, and recommended tests* Buy Mileham’s book ‘Live Longer’* On Amazon.com* On Amazon.co.uk Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives Podcast, Avivah Wittenberg-Cox is joined by Jennifer Petriglieri, Professor of Organisational Behaviour at INSEAD Business School and author of Couples That Work, to explore how longer lives are reshaping modern coupledom, careers, and power dynamics inside relationships.Jennifer argues that living and working longer removes the pressure to “have it all at once” and replaces it with a need to sequence ambitions across a lifetime. For couples, this means the old idea of a fixed deal or settled marriage no longer holds. What works in your 30s rarely works in your 50s or 60s. Instead, she introduces the idea of a more fluid marriage, one that adapts as careers, caregiving roles, and personal identities evolve.The conversation digs into why midlife has become such a critical inflection point. Empty nesting, career ceilings, and shifting energy levels often collide at the same moment. Jennifer explains why women in particular are driving the rise in midlife divorce, not because relationships are broken, but because being “supported” is not the same as being seen and celebrated.They explore the hidden role of power in couples, how it is shaped by thousands of small decisions over time rather than money alone, and why resentment builds when desire and agency go unspoken. Jennifer also maps her three major transitions in dual-career couples onto four-quarter lives, showing how reinvention now repeats several times as careers stretch into later decades.Looking ahead, Jennifer shares practical tools for navigating mobility, retirement, and reinvention together, from simple decision exercises to small daily practices that build connection. She closes by reimagining the future of coupledom, calling for relational literacy to be taught early, normalized often, and practiced intentionally throughout longer lives.Jennifer Petriglieri is Professor of Organizational Behavior at INSEAD and a leading expert on dual-career couples, leadership, and identity at work. Her research focuses on how professionals navigate ambition, relationships, and power over long careers. She is the author of Couples That Work, a widely cited book on modern coupledom and career sustainability. Jennifer teaches globally, advises organizations on leadership and talent, and is a frequent speaker on how longer lives are changing the way we work and love.Useful Links:* Jennifer’s Website: https://www.jpetriglieri.com* Book: Couples That Work: https://www.jpetriglieri.com/books/* Jennifer Petriglieri on LinkedIn: https://www.linkedin.com/in/jpetriglieri/* INSEAD: https://www.insead.edu Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, we republish Avivah Wittenberg-Cox’s conversation with Michael Fossat, head of Schneider Electric’s Future Ready program and Director of HR at Schneider Electric France. With a 180-year history, Schneider is now focused on assisting and driving the energy transition to an electric and digital future. Yet this 150,000 strong company discovered that employees over the age of 50 (what Avivah calls Q3) weren’t as motivated and engaged as the rest. Schneider determined to fix that, especially given the talent wars they feel pressing on their business needs every day. The Future Ready Program is their response.Michael Fossat has worked at Schneider for much of his professional career. Passionate about sustainable business and people’s central role in achieving it, he joined Schneider Electric in France as an HR apprentice in an industrial department, participated in the creation of HR shared services for the entire group and worked in the R&D division, before moving to Barcelona to create the HR Metrics function globally. Returning to Paris he was successively HR VP for one of the business units, HR head of Central and Eastern Europe and HR leader for European plants and distribution centres. He is currently Head of HR for Schneider Electric France. Since 2021 he has also headed up the Future Ready Program, bringing to the role a wide knowledge of what motivates people across the group.RELEVANT LINKS* Schneider Electric website* Schneider Electric – Company Purpose* Schneider Electric Senior Talent Program white paper* https://www.kornferry.com/content/dam/kornferry/docs/pdfs/KF-Future-of-Work-Talent-Crunch-Report.pdf* https://www.aarpinternational.org/* Articles by Avivah on other Corporate Initiatives: Unilever and Aviva Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, we republish Avivah Wittenberg-Cox’s conversation with Michael Fossat, head of Schneider Electric’s Future Ready program and Director of HR at Schneider Electric France. With a 180-year history, Schneider is now focused on assisting and driving the energy transition to an electric and digital future. Yet this 150,000 strong company discovered that employees over the age of 50 (what Avivah calls Q3) weren’t as motivated and engaged as the rest. Schneider determined to fix that, especially given the talent wars they feel pressing on their business needs every day. The Future Ready Program is their response.Michael Fossat has worked at Schneider for much of his professional career. Passionate about sustainable business and people’s central role in achieving it, he joined Schneider Electric in France as an HR apprentice in an industrial department, participated in the creation of HR shared services for the entire group and worked in the R&D division, before moving to Barcelona to create the HR Metrics function globally. Returning to Paris he was successively HR VP for one of the business units, HR head of Central and Eastern Europe and HR leader for European plants and distribution centres. He is currently Head of HR for Schneider Electric France. Since 2021 he has also headed up the Future Ready Program, bringing to the role a wide knowledge of what motivates people across the group.RELEVANT LINKS* Schneider Electric website* Schneider Electric – Company Purpose* Schneider Electric Senior Talent Program white paper* https://www.kornferry.com/content/dam/kornferry/docs/pdfs/KF-Future-of-Work-Talent-Crunch-Report.pdf* https://www.aarpinternational.org/* Articles by Avivah on other Corporate Initiatives: Unilever and Aviv Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this episode of 4-Quarter Lives, we re-visit a conversation between Avivah Wittenberg-Cox and Helen Tupper, Chief Executive of Amazing If, a company redefining careers for individuals and companies. Together they explore the intricacies of career transitions during midlife and how organizations can support these changes. The conversation also delves into personal experience, highlighting the essential balance between work and life.Helen Tupper is co-founder and CEO of Amazing If, a company with an ambition to make careers better for everyone. Together with her business partner Sarah Ellis, she is the author of three books: The Squiggly Career, You Coach You and, most recently, Learn Like a Lobster: Confidence boosting tools to help you get unstuck at work and reignite your career. Sarah and Helen are also hosts of the podcast Squiggly Careers which has had 4m downloads and their TED talk, The best career isn’t always a straight line, has been watched by almost 2m people. In 2023 Helen was awarded a place on EYs International Winning Women programme. Prior to founding Amazing If, Helen held leadership roles for Microsoft, Virgin and BP and was awarded the FT & 30% Club’s Women in Leadership MBA Scholarship.Some Useful Links:* Amazing If website.* Book: The Squiggly Career, by Helen Tupper and Sarah Ellis* Book: Learn Like a Lobster, by Helen Tupper and Sarah Ellis* The Squiggly Careers podcast.* Helen Tupper’s LinkedIn Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week we revisit a conversation between Avivah Wittenberg-Cox and Alistair McQueen, Head of Savings and Retirement at Aviva, the UK’s largest general insurance company and a major life and pensions provider. Aviva also has a significant presence in Canada and Ireland. Alistair leads Aviva’s pensions business, helping six million people save for and live in retirement, as well as representing Aviva in the media and with government. He is also a member of the Association of British Insurers’ retirement working group; the Money and Pensions Service long-term savings challenge group; the Department for Work & Pensions Mid-life-MOT board; the Business in the Community Age Leadership Team; and sits on the advisory board of Bravestarts – a social enterprise with the goal of supporting a fuller working life.Some Useful Links:* Aviva – How Long will Retirement Be?* Aviva Mid-Life MOT app.* UK Government Mid-Life MOT* Brave Starts – new opportunities for over 45s. Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week, we republish a conversation between Avivah Wittenberg-Cox and Chip Conley, the Founder and CEO of the Modern Elder Academy. Chip Conley is on a midlife mission. After disrupting the hospitality industry twice, first as the founder of Joie de Vivre Hospitality, the second-largest operator of boutique hotels in the U.S., and then as Airbnb’s Head of Global Hospitality and Strategy, leading a worldwide revolution in travel, Conley co-founded MEA (Modern Elder Academy) in January 2018 in Baja California, Mexico. Inspired by his experience of intergenerational mentoring as a ‘modern elder’ at Airbnb, where his guidance was instrumental to the company’s extraordinary transformation from fast-growing start-up to the world’s most valuable hospitality brand, MEA is the world’s first ‘midlife wisdom school’. Dedicated to reframing the concept of ageing, MEA supports students to navigate midlife with a renewed sense of purpose and possibility. A New York Times bestselling author, Conley’s 7th book “Learning to Love Midlife: 12 Reasons Why Life Gets Better with Age” is about rebranding midlife to help people understand the upside of this often-misunderstood life stage. In 2023 he gave a TED talk on the “midlife chrysalis.”Some Useful Links:* Website: Chip Conley* Book: Learning to Love Midlife – or at Amazon* Website: Modern Elder Academy* Chip Copley’s Daily Blog: Wisdom Well* Blue Zones Retreat at MEA Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this episode of the Four Quarter Lives podcast, we revisit a conversation between Avivah Wittenberg Cox and Professor Herminia Ibarra of the London Business School. As we navigate the realities of career shifts, Herminia shares invaluable insights on why these transitions often take years, not months, and the importance of managing expectations during this journey. We confront the myth of discovering a “true self” and explore how identity is actually mutable, shaped through experimentation. Herminia guides us through the often “dark, messy middle” of career change — a period of confusion and uncertainty that paradoxically serves as a fertile ground for growth. We also discuss the significance of connecting with others in similar phases and practical steps to initiate change, such as reactivating dormant networks and embarking on side projects.Herminia Ibarra is Charles Handy Professor of Organizational Behavior at London Business School. Prior to joining LBS, she served as Professor on the INSEAD and Harvard Business School faculties. An authority on leadership and career transition, Thinkers50 ranks Herminia among the top management thinkers in the world. She is a member of the World Economic Forum’s Expert Network, a judge for the Financial Times Business Book of the Year Award, a Fellow of the British Academy, the recipient of the Academy of Management’s Scholar-Practitioner Award for her research’s contribution to management practice, and Governor of the London Business School.Herminia is the author of best-selling books, Act Like a Leader, Think Like a Leader and Working Identity: Unconventional Strategies for Reinventing Your Career. She writes regularly in leading academic journals and business publications including the Harvard Business Review, Financial Times, Wall Street Journal, and New York Times, is the author of numerous best-selling business case studies, and speaks internationally on leadership and organizational transformation. A native of Cuba, Herminia received her M.A. and Ph.D. from Yale University, where she was a National Science Fellow.Some Useful Links:* Herminia Ibarra’s book on career transitions: Working Identity: Unconventional Strategies for Reinventing Your Career* Herminia’s website* Harvard Business Review Article: Why Career Transition is So Hard* Harvard Business Review Article: Reinventing Your Career – When It’s Not Just About You* Harvard business Review Article: 5 Barriers to Career change – And How to Overcome Them* London Business School website Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week on 4-Quarter Lives we re-publish a conversation between Avivah Wittenberg-Cox and James Root, Senior Partner at international consultancy Bain & Co and Chair of Bain Futures, which looks at future trends. Its report, Better With Age, The Rising Importance of Older Workers, is based on asking some 40,000 people, in 19 countries, a simple but fundamental question: ‘why do you go to work?’. The report identifies 6 archetypes that encompass the diversity of motivations that people bring to their work. James and Avivah discuss the relevance of work motivations for people in their 3rd quarter, and the significance of this for companies across the world as their workforces age.Based in Hong Kong, James Root has 35 years consulting experience in Asia, North America and Europe. He is author of The Archetype Effect, offering a new way to understand what motivates people at work every day and why they feel how they feel about their job. James is the Former Leader of Bain & Co.’s Asia Pacific Organisation Practice; Former Managing Partner of Bain New York; and Former Chair of Bain’s Nominating Committee. He has written extensively in the business press, from Harvard Business Review to The Wall Street Journal, on topics of talent, China, international expansion and the firm of the future. He is a regular guest on TV and Radio, including CNN, CNBC and Bloomberg and Adjunct Professor on the faculty of HKUST since 2011, as well as a Fellow of Hughes Hall College, Cambridge University since 2021.Some Useful Links:* The Working Future report - https://www.bain.com/insights/the-working-future-more-human-not-less-future-of-work-report/* Quiz - https://www.bain.com/insights/six-worker-archetypes-for-the-world-ahead-future-of-work-report-interactive/* Better with Age: The Rising Importance of Older Workers - https://www.bain.com/insights/better-with-age-the-rising-importance-of-older-workers/* The Working Women report - https://www.bain.com/insights/working-women-and-the-war-for-talent/ Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week, as part of our series on Mapping the New Q3, we are re-publishing Avivah Wittenberg-Cox’s conversation from 2023 with Morag Lynagh, then Unilever’s Global Director of the Future of Work. As a major employer, Unilever is one of the first companies to recognise that people have different needs and expectations of work throughout their working lives. This led to the creation of U-Work within Unilever, a new employment model that is redefining how people relate to the world of work.Morag is a graduate of Edinburgh University. She worked in the travel, property and conference industries before joining Unilever in 1994. Within the company she worked in HR business partnering, recruitment and reward, and spent more than a decade as Unilever’s UK Employment Policy & Law expert, leading teams in this area. In 2024 she left Unilever to establish Blue Moth Consulting, advising organisations more widely on effective talent management strategies across multi-generational workforces.As one of the innovators behind U-Work at Unilever, Morag was responsible for rethinking the management of careers to reflect shifting needs at different life stages. In her conversation with Avivah Wittenberg-Cox they discuss what this means, as well as what leading companies are thinking about ageing societies – both from the consumer/ market side, as well as the internal/ employee side.Some Useful Links:* For Unilever web pages on U-Work and the future of work, click here* For Unilever’s report on ‘The Future of Work’ Summit, click here.* For Unilever’s Future of Work Goals, click here.* Article by Avivah Wittenberg-Cox about U-Work: Flexibility for ALL: U-Work* Website for Blue Moth Consulting: https://bluemothconsulting.com Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this episode of 4-Quarter Lives, the first of three on the topic of The New Q3, we are re-publishing Avivah Wittenberg-Cox’s conversation with Sara Lawrence-Lightfoot from 2022. A sociologist and Harvard Professor of Education, with a teaching and writing career spanning five decades, Sara was one of the first academics to examine and focus on the third quarter of life. Her book The Third Chapter: Risk, Passion, and Adventure in the Twenty-Five Years After 50 uses interviews and story-telling to explore how people respond to this time of new opportunity and activity – or not.Making a Contribution – before and after 50Across her distinguished career, Sara has studied educational culture and ecology, and the relationship between human development and social change. She has written 11 books ranging from an examination of the relationship between families and schools, and parents and teachers, to a study of the quality of respect in human behavior and experience. More recent books include ‘Exit: The Endings that Set Us Free’ and ‘Growing Each Other Up: When Our Children Become our Teachers.’Sara Lawrence-Lightfoot has been a fellow at the Bunting Institute and at the Center for Advanced Study in the Behavioral Sciences at Stanford University. She is a recipient of the prestigious MacArthur Prize, was awarded Harvard’s George Ledlie Prize for research that makes the “most valuable contribution to science” and “the benefit of mankind” and has been the recipient of 28 honorary degrees from colleges and universities in the USA and Canada. Since 1998 she has been the Emily Hargroves Fisher Endowed Chair at Harvard University. Upon her retirement, this will become the Sara Lawrence-Lightfoot Chair, making Sara Lawrence-Lightfoot the first African-American woman in Harvard’s history to have an endowed professorship named in her honor.Useful LinksFor Sara Lawrence-Lightfoot’s full profile, click here.In the course of the conversation, Sara mentions three of her many books:* The Third Chapter: Risk, Passion, and Adventure in the Twenty-Five Years After 50* Exit: The Endings that Set Us Free* Growing Each Other Up: When Our Children Become our Teachers Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

Everyone talks about longevity. Very few organisations are redesigning anything for it. In this mini-series, Avivah Wittenberg-Cox speaks with three leaders across public health, global hospitality, and telecommunications who are actively moving the dial. Three principles run through every conversation: influence, accessibility, and dignity.NHS: Change From the MiddleHelen BevanReal transformation in large institutions rarely comes from the top. Helen Bevan argues it emerges from experienced leaders embedded within systems — people with the credibility, relationships, and institutional memory to drive change across organisational boundaries. In this framing, age is an asset: experience becomes social capital, and older workers are architects of change, not defenders of the status quo.“Instead of seeing older workers as defenders of the status quo, organisations should recognise them as essential architects of change.”NOVOTEL: Longevity, EverydayJean-Yves Minet, Global Brand President, NovotelLongevity shouldn’t be a luxury product. Novotel’s ‘quiet wellbeing’ philosophy focuses on four everyday foundations — sleep, nutrition, movement, and human connection — with the goal of small, compounding improvements rather than dramatic interventions (1% each day = 37% each year). Hotels are redesigning social spaces, menus, and meeting rooms to quietly support healthier lives across all generations and price points.“Longevity becomes embedded in daily life rather than marketed as a specialist intervention.”AT&T: Digital DignityMylayna Albright, VP Corporate Responsibility, AT&TThe barrier to digital participation for older adults isn’t access to devices — it’s confidence. AT&T’s Connected Learning Centers, embedded in trusted community spaces like YMCAs and libraries, start with the basics and build from there. The result: renewed independence, stronger social connections, and in many cases a return to work. AI’s conversational interfaces are opening new doors, turning complex tools into plain-language assistants for everyday tasks.“Curiosity does not age out. When people are treated with dignity and given the right support, they remain capable of learning, adapting, and contributing.”Listen* Change from the Middle — Helen Bevan (NHS)* Democratising Longevity — Jean-Yves Minet (Accor)* Digital Dignity — Mylayna Albright (AT&T) Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox is joined by Helen Bevan, one of the UK’s most respected thinkers on large-scale change inside complex systems.Drawing on more than 35 years working inside NHS England, Helen explains why lasting change rarely starts at the top. It starts in the middle. With peers. Through relationships. And through informal influence rather than titles.Helen shares hard-won lessons from cancer care reform, showing how improvement only works when people feel change is done with them, not to them. She unpacks why clinicians resist change when autonomy is threatened, and why trust, follow-through, and peer credibility matter more than formal authority.The conversation explores Helen’s well-known idea of “change from the middle,” linking mid-career and midlife to real agency. She explains why people in the middle of organisations often hold the greatest influence, especially those with long-standing relationships and earned respect.She also introduces organisational network analysis, where roughly 3 percent of people drive up to 85 percent of internal conversations. These informal connectors, often invisible to senior leaders, are where real momentum sits.Age plays a critical role. Experience builds trust, networks, and credibility. Yet systems often overlook older professionals, or re-engage them without follow-through, turning hope into deeper scepticism. Helen explains why honouring commitments is essential, especially with seasoned contributors.The episode closes with a hopeful view of ageing workforces, longer careers, and people-powered leadership. Helen argues the future depends on believing in people, creating psychological safety, and designing systems that let experience shine rather than fade.Helen Bevan is a global authority on large-scale change, improvement, and leadership in complex systems. She has worked inside the NHS for over 35 years, supporting national programmes in cancer care, quality improvement, and system-wide transformation. Now Professor of Practice in Health and Care Improvement at Warwick Business School, she provides strategic advice to help leaders build people-centred systems that balance stability with innovation.Useful Links:* Helen Bevan’s website: https://helenbevan.uk* Helen’s Warwick Business School resume: https://www.wbs.ac.uk/news/change-leader-takes-on-new-challenge-as-wbs-professor-of-practice/* Stephen Covey, Circles of Influence: https://www.franklincovey.com Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives Podcast, Avivah Wittenberg-Cox is joined by Jean-Yves Minet, Global Brand President of major hospitality group Accor, to explore how longevity is moving beyond luxury retreats and into mainstream hospitality.Jean-Yves brings a cross-industry lens to the conversation. After more than a decade at Estée Lauder Companies, where he helped shape the brand’s approach to longevity in beauty, he transitioned into hospitality with a novel ambition: to democratise longevity.At Novotel, that means shifting the narrative from expensive, short-term wellness retreats to what he calls “1% improvement every day.” Instead of positioning longevity as elite biohacking or anti-ageing promises, Novotel is embedding four basic pillars into its global guest experience: sleep, nutrition, movement and connection.Drawing inspiration from Blue Zones research and the quiet luxury movement, Jean-Yves describes the rise of “quiet wellbeing” — a more discreet, accessible, and sustainable approach to living longer, better lives. From redesigned social lobbies and energy-focused meeting spaces to plant-forward menus and family-inclusive stays, Novotel is reframing its hospitality as a platform for everyday health. As populations age and travel rebounds post-COVID, Jean-Yves argues that hospitality has a responsibility not just to host guests, but to support longer, healthier and more sustainable lives, as a daily practice.Jean-Yves Minet is Global Brand President, Midscale and Economy at Accor, where he leads a portfolio representing more than 70 percent of the Group’s global footprint, including Novotel, Mercure, TRIBE, Handwritten Collection, ibis, ibis Styles, ibis budget, and greet. A member of Accor’s Premium, Midscale and Economy Executive Committee, he shapes the strategic vision, positioning, and guest experience across more than 4,600 hotels worldwide. With over 25 years of international leadership experience, Jean-Yves brings deep expertise in global brand strategy, business expansion and commercial performance.Useful Links* Accor’s Novotel ‘Longevity Everyday’ strategy: https://group.accor.com/en/news-stories/novotel-launches-longevity-everyday* Accor Group: https://group.accor.com* Jean-Yves Minet on LinkedIn: https://www.linkedin.com/in/minet/ Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

As we move into 2026, I’m launching a series of focused mini-series conversations on my 4-Quarter Lives podcast — three or four episodes clustered around one big strategic theme. And this is our first synthesis episode.Over the past few weeks, I’ve spoken with Anu Madgavkar from McKinsey on the hard economics of demographic decline and AI, Dan Pontefract on what he calls “age debt” inside organisations, and Rick Robinson from AARP Innovation on the commercial scale of the longevity economy.Individually, each conversation stands alone.Together, they tell a much bigger story.We are living through a structural convergence: shrinking workforces, accelerating automation, and a rapidly ageing consumer base. These are not separate trends. They are interlocking forces reshaping how we design work, build companies, and define growth.So in today’s episode, I’m stepping back from the individual interviews to connect the dots.What happens when demographic scarcity meets artificial intelligence?What are organisations quietly losing when they mishandle experience?And why is the so-called “longevity economy” less a niche and more the new baseline?If you’re leading a company, designing strategy, or simply trying to make sense of what the next twenty years look like — this one is for you.Let’s zoom outThese three recent conversations converge on a reality that most executive teams still underweight:We are not entering a demographic shift. We are already operating inside one.And AI has arrived at precisely the same moment.Ageing is still too often treated as a soft HR issue. AI is still too often treated as a technical IT issue. Both framings are now strategically obsolete. Demographic contraction and technological acceleration are twin forces reshaping labour supply, productivity, and market demand — simultaneously.This is not incremental change. It is structural redesign.Here’s 3 key lessons you can pull from these three experts.1. Scarcity Meets AutomationTwo-thirds of the global population now lives in countries with fertility rates below replacement. In advanced economies, the ratio of “working-age” adults (I know, I struggle with this outdated segmentation too) to over-65s is heading from roughly 4:1 toward 2:1 by mid-century.That is not an “ageing story.”It is a growth constraint.Shrinking labour supply is not a temporary market distortion. It is the new operating environment. The post-war demographic dividend has flipped into a headwind — and it will not reverse on any five-year strategic timeline.At the same time, AI is expanding productive capacity. A significant share of today’s work can technically be automated. A growing proportion of work hours will be repurposed says Anu Madgavkar (and the two essential McKinsey reports we discuss).The word that matters is not “replacement.” It is redesign.Demographic contraction reduces available human labour. AI increases task efficiency. Automation becomes the economic buffer against depopulation — but only if leaders redesign work to match.Waiting for talent markets to “normalise” is waiting for a world that no longer exists.In ageing societies, AI is not a discretionary innovation programme. It is a competitiveness necessity.2. The Hidden Liability: Age DebtInside organisations, a quieter cost is accumulating.Dan Pontefract calls it age debt — the liability companies build when they mishandle later careers, push out experienced professionals too early, and assume succession is a neat baton pass rather than a fragile knowledge transfer.Age debt shows up as:* institutional memory walking out the door* overstretched middle managers carrying unrecorded expertise* expensive hiring cycles to replace tacit knowledge* subtle cultural signals that ageing equals irrelevanceThe career architecture most firms still operate on was built for 40-year lives and retirement at 65. We are now building 60-year careers inside systems that were never redesigned for them.The cost is not sentimental. It is operational.Now add AI.As AI systems scale, the need for human judgment increases. Algorithms generate output; humans remain accountable. Context, pattern recognition, risk intuition, ethical calibration — these do not sit neatly inside code.Here is the paradox most boards have not fully absorbed:The more AI you introduce, the more you need experienced judgment.Automation raises the premium on wisdom.Push out seasoned professionals prematurely and you are not rejuvenating the workforce. You are eroding the human governance layer that makes AI safe and valuable.Retain and redesign later careers and you convert age debt into an experience dividend — a compounding asset of judgment, mentorship, decision quality, and system stability.Experience is not a cost centre. It is a strategic hedge.3. Innovation Beyond TheatreExternally, the blindness is just as pronounced.The so-called “longevity economy” is still widely misunderstood as a niche healthcare segment. It is not. It is the mainstream consumer market of extended lives.Older consumers hold a disproportionate share of wealth and will do so for decades. Yet marketing, product design and brand narratives remain youth-coded.This is not just a cultural bias. It is a commercial oversight.Rick Robinson’s work at AARP highlights a growing ecosystem of startups building for longer lives — not as charity, but as opportunity. The focus is autonomy, connection, caregiving, financial resilience, mobility, housing, participation. Everyday life, extended.The critical insight: older consumers are not tech-resistant. They are dignity-sensitive.They adopt technology when it offers control, usefulness, safety, and respect. They disengage when it patronises or excludes.Design for longer lives and you unlock durable revenue streams. Continue designing for a shrinking youth segment and you compress your future.The longevity opportunity is not a side market. It is the new baseline.The Leadership Shift RequiredDemographics and AI are not parallel trends. They are interdependent.Internally, this means redesigning careers as phased transitions rather than cliff-edge exits. It means valuing transferable skills — communication, judgment, systems thinking — alongside digital fluency. It means investing in reskilling across the life course, not front-loading it in early adulthood.Externally, it means recognising ageing populations not as burdens, but as engines of demand and innovation. Product development, marketing, and customer experience must reflect the reality of longer, multi-stage lives.This is not about “managing ageing.”It is about designing for extended vitality.Leaders who succeed in the next decade will pair human judgment, experience, and empathy with technological partners. They will see longevity not as a risk to mitigate but as the context in which all strategy now operates.The demographic shift is not coming.It is here.AI will not save you without experience.And experience will not compound unless you redesign the system that contains it.The organisations that thrive in 2040 are being designed today.Is yours’? Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives Podcast, Avivah Wittenberg-Cox is joined by Dan Pontefract to tackle one of the last big blind spots in corporate leadership. Age.Dan is a long-time culture and leadership thinker, former Chief Learning Officer, and the author of six books on work, purpose, and performance. His latest book, The Future of Work Is Grey, turns the spotlight on what he calls “age debt”, the hidden cost organisations accumulate by ignoring demographics, longevity, and experience.The conversation starts with Dan’s own wake-up call at 50, when he realised how invisible age had been throughout his executive career. From there, Avivah and Dan unpack why ageing has become the corporate issue nobody wants to own, despite collapsing birth rates, longer working lives, and growing talent scarcity across Europe, the UK, and beyond.Dan introduces a clear set of ideas that help leaders move past generational stereotypes. Instead of Gen X, Y, or Z, he frames working lives through three phases. Rivers, Rocks, and Rubies. Early career learners, mid-career stabilisers, and later-career wisdom holders. The problem, he argues, is that most organisations manage today’s 50-plus talent using outdated mid-career assumptions, creating burnout in the middle and waste at the top.Together, they explore the real business costs of age blindness. Lost knowledge, stressed middle managers, pension and workforce planning failures, and rising ageism hidden in hiring and promotion systems. Dan describes four forms of age debt already hitting company balance sheets. Demographic ignorance, lost wisdom, unplanned longevity, and embedded age bias.The discussion then shifts to solutions. Dan shares concrete examples from BMW, Tokyo Gas, L’Oréal, and Canadian public organisations that are redesigning careers, retaining experience, and creating structured transitions instead of abrupt exits. These organisations are turning age debt into experience dividends.Avivah and Dan also dig into one of the hardest topics. Money. They challenge the assumption that experience always equals inflexibility or unsustainable cost, and explain why purpose, contribution, and fair reward matter more than linear pay ladders in later career stages.The episode closes with a forward look. What will distinguish organisations that succeed in an ageing, talent-scarce economy? Dan’s answer is simple and demanding. Leaders must become age-aware first, then age-invisible. Seeing talent, not birthdays, while designing systems that work across longer lives.Dan Pontefract is a leadership strategist, keynote speaker, and award-winning author based in Canada. He has held senior executive roles including Chief Learning Officer in global organisations across technology and telecommunications. Dan is the author of six books on leadership, culture, and work, including Flat Army, The Purpose Effect, and The Future of Work Is Grey. His work focuses on how organisations can build healthier cultures, think long-term, and better integrate purpose, experience, and human potential across longer working lives. He is a regular contributor to global business conversations on leadership and the future of work.Useful Links* Dan Pontefract Website: https://www.danpontefract.com* The Future of Work Is : https://www.danpontefract.com/the-future-of-work-is-grey/* Dan Pontefract on LinkedIn: https://www.linkedin.com/in/danpontefract Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox is joined by Rick Robinson, who leads innovation at AARP and is the driving force behind the Agetech Collaborative.Rick shares how a career spent at the edge of emerging technology led him to longevity innovation. From early work in online media to running AARP’s innovation lab, his focus has stayed constant. Build what matters next, and make it real.The conversation traces AARP’s shift from internal pilots to ecosystem building. Rick explains why he moved away from what he calls innovation theater and toward startups with products already solving real problems for people over 50. During COVID, that shift accelerated, giving rise to the Agetech Collaborative.Today, the Collaborative connects more than 650 startups, investors, enterprises, and testbeds across health, caregiving, fintech, mobility, housing, and AI. Rick’s goal is clear. Reach 1,000 companies and create a self-sustaining global market for longevity innovation.He and Avivah explore concrete examples already changing lives. Simpler digital wills. AI support for dementia caregivers. Secure digital vaults for family records. Exoskeleton clothing that boosts mobility. Captioning glasses for real-world conversations. Tools that help grandparents read bedtime stories in augmented reality.Rick also tackles the hard questions. Privacy. Ethics. AI in the home. He argues that older adults are far more tech-ready than most leaders assume, and that convenience, dignity, and control matter more than novelty.The episode closes with a direct challenge to big business and investors. Demographics are destiny. By 2035, people over 65 will outnumber children in many countries. The growth market is already here, and it is being ignored at real cost.Rick Robinson is Vice President of Product Innovation at AARP and is the architect of the Agetech Collaborative. With a career spanning early online media, digital product leadership, and emerging technologies, Rick has consistently worked at the frontier of what comes next. At AARP, he has helped drive innovation from internal experimentation t a global startup ecosystem focused on real-world impact for people over 50 and their families. His work connects startups, investors, enterprises, and researchers to accelerate practical solutions for longevity, caregiving, health, and independent living.Useful Links* Agetech Collaborative: https://agetechcollaborative.org* AARP Innovation: https://www.aarp.org/innovation* Trust & Will: https://trustandwill.com* Amicus Brain: https://amicusbrain.com* Zoog: https://getzoog.com* Neko Health: https://www.nekohealth.com Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives Podcast, Avivah Wittenberg-Cox is joined by Anu Madgavkar, a senior partner at McKinsey & Company, to explore the collision of two defining forces shaping our future: global demographic decline and the rapid rise of artificial intelligence.Anu has led two major McKinsey reports published in the same year, one on depopulation and shifting dependency ratios, and the other on AI, agents, robots and the future of work. In this conversation, she explains why these forces cannot be understood in isolation. Falling birth rates and longer lives are shrinking the global labour supply at the same moment that AI is expanding productive capacity.Together, Avivah and Anu unpack the scale of the demographic shift already underway. Two thirds of the world now live in countries below replacement fertility. In many advanced economies, the ratio of working-age adults to people over 65 will fall from four to two by 2050. Without changes to how we work and how long we work, this alone could remove around 0.5 percentage points of annual GDP growth.AI enters the picture as a potential counterweight. Anu shares McKinsey research showing that 57 percent of current work hours in the US could technically be automated with existing technologies. By 2030, around 30 percent of work hours may be repurposed. This does not point to mass unemployment, but to a deep redesign of jobs, workflows, and skills.A central theme is AI fluency. Demand for it has risen sevenfold in just two years, faster than any other skill. Anu argues this is not a young person’s advantage. Mid-career and older professionals often bring deep system knowledge, judgement, and pattern recognition that matter even more as work shifts from task execution to oversight, sense-checking, and redesigning processes that include AI co-workers.Anu also highlights eight high-prevalence transferable skills that appear in 70 to 90 percent of job postings. These include communication, problem solving, detail orientation, writing, operations thinking, and customer awareness. In a world of constant job change, these form the backbone of sustainable 60-year careers, especially when combined with hands-on experience using AI tools.The conversation closes with a clear message for midlife professionals. Experiment, use AI directly learn by doing. The future of work will reward those who pair human judgement, experience, and empathy with new technological partners.Anu Madgavkar is a senior partner at McKinsey & Company and a leader at the McKinsey Global Institute, where she focuses on the future of work, productivity, demographics, and technology. She has co-authored major global research on depopulation, ageing societies, AI, automation, and workforce transitions. Anu advises business leaders and policymakers worldwide on how economic and technological shifts affect jobs, skills, and growth. She is widely recognised for translating complex data into practical insights on how work and society are changing.Useful Links:* McKinsey Global Institute. Depopulation and Dependency Reporthttps://www.mckinsey.com/mgi/our-research/dependency-and-depopulation-confronting-the-consequences-of-a-new-demographic-reality* McKinsey Global Institute. AI, Agents, Robots, and the Future of Workhttps://www.mckinsey.com/mgi/our-research/generative-ai-and-the-future-of-work-in-america* Anu Madgavkar on LinkedIn: https://www.linkedin.com/in/anu-madgavkar/* McKinsey & Company Website: https://www.mckinsey.com Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox is joined by Simon Chan and Dr. Kate Schaefers, co-chairs of the Nexel Collaborative, a not-for-profit network of academic thought leaders promoting college-based midlife transition programmes. As societies shift toward age-diverse populations and 60-year careers, they explore why higher education must evolve from a front-loaded, early-life model to one that supports adults through multiple transitions across the life course.Together, they examine the rise of midlife and later-life learning programs, the demographic and economic pressures reshaping universities, and the growing demand from individuals seeking purpose, reinvention, and community beyond traditional retirement. Drawing on their work with Nexel, CoGenerate, and the Osher Lifelong Learning Institute, Simon and Kate highlight the emerging ecosystem—from intergenerational classrooms to university-based retirement communities—now pointing toward an era of lifelong, cross-generational campuses.Simon Chan is the Founder and CEO of Adapt with Intent Inc., advising organizations on longevity, work, higher education, and retirement. He partners with senior leaders to build resilient workforces, modernize retirement, and design systems for 100-year lives. A Global Ambassador for the Stanford Center on Longevity, he translates research into practice. Simon co-chairs The Nexel Collaborative to advance midlife transitions and serves on Yale’s Experienced Leaders Initiative Advisory Board. A Senior Fellow at CoGenerate, he champions intergenerational innovation. He chairs Wilfrid Laurier University’s Board of Governors and frequently speaks and writes on longevity and workforce change across various sectors in Canada and around the world.Dr. Kate Schaefers a psychologist, educator, and director of the Osher Lifelong Learning Institute (OLLI) and The Midlife Academy at the University of Minnesota. As co-chair of The Nexel Collaborative, she works with universities across the U.S. to advance midlife learning, intergenerational classrooms, and innovative program design for adults in transition. She previously led the University of Minnesota’s Advanced Careers Initiative, where she developed one of the country’s first “midternship” models blending academic exploration with applied work experience. Kate’s work centers on adult development, identity shifts, and how institutions can better support individuals at pivot points such as career change, caregiving, empty nest, and post-retirement reinvention.Useful Links* Nexel Collaborative website* Campus CoGenerate: https://cogenerate.org/harnessing-the-power-of-cogeneration-on-campus/* University Retirement Communities: https://www.universityretirementcommunities.com/* Inside Higher Education Enrollment Cliff, Meet Longevity Boom: https://www.insidehighered.com/opinion/views/2024/08/08/longevity-boom-boost-higher-ed-opinion* CoGenerate Webinar - Three College Presidents on Cogeneration, Innovation and Higher Ed’s Bottom Line: * The Midlife Academy at the University of Minnesota https://ccaps.umn.edu/midlife-academy* National Resource Center for Osher Lifelong Learning Institutes: https://sps.northwestern.edu/oshernrc/* Long Life Learning and the Age Integration of Higher Education, Stanford Social Innovation Review: https://ssir.org/articles/entry/long_life_learning_and_the_age_integration_of_higher_educat Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of 4-Quarter Lives Avivah Wittenberg-Cox talks with the leaders of a growing number of university faculties running programmes for individuals looking to change direction as they enter their 3rd Quarter of life. She discusses the origins and motivations for these programmes and how they fit into the evolving role of higher education. This week she speaks with Professor Virginia Cha, Academic Director of the new Distinguished Senior Fellows Program at the National University of Singapore (NUS)—Asia’s first university-based midlife transition program.They explore why Singapore, one of the world’s fastest-ageing societies, is pioneering this new model; how the program blends longevity science, purpose projects, fieldwork, and an ASEAN immersion trip; and the remarkable friendships and impact emerging from this inaugural cohort.Virginia shares why she launched this 13-week, executive-level program—rooted in longevity literacy, purpose, and impact—designed specifically for adults navigating their 3rd Quarter of life. She describes Singapore’s demographic pressures, the untapped “third demographic dividend,” and why midlife talent represents one of Asia’s most powerful yet overlooked assets. She and Avivah discuss the program’s unique structure: curated seminars across philosophy, religion, culture, arts, and science; a signature module, Thriving in the 100-Year Life; and team-based impact projects.Virginia also reflects on her own turning-65 moment, rediscovering early passions in anthropology and religion, and designing the program she wished existed. Unexpectedly, the deepest impact has been friendship—“like kindergarten again,” she says—revealing the joy, stimulation, and motivation that come from learning in community in later life.Professor Virginia Cha is the Academic Director of the Distinguished Senior Fellows Program at the National University of Singapore (NUS). An award-winning educator, entrepreneur, and longtime adjunct faculty member at NUS, she brings decades of experience spanning technology leadership, innovation, and executive development. After a global career in tech and business—including multiple CEO roles—Virginia turned her attention to longevity, purpose, and the future of ageing in Asia.Useful Links* Distinguished Senior Fellows Program (NUS)* SmiLing Gecko Cambodia — social enterprise & education project Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Season 10 of 4-Quarter Lives, Avivah Wittenberg-Cox talks with the leaders of a growing number of university faculties developing programmes for individuals looking to change direction in their 3rd Quarter of life. We explore the origins and motivations behind these programmes—and how they fit the evolving role of higher education in ageing societies.This week we are republishing Avivah’s conversation with Céline Abecassis-Moedas, Pro-Rector for Innovation and Entrepreneurship at Universidade Católica Portuguesa in Lisbon, Portugal, and Co-Director of the Longevity Leadership Program at Catolica. As becomes clear during their conversation, her fellow director on this program is Avivah Wittenberg-Cox!Not surprisingly their conversation focuses on the need for and value of a Longevity Leadership programme of this kind. Launched in June 2024, the week-long program addresses the growing impact of lengthening lives for individuals, businesses and society. Céline explains how it offers a unique, holistic approach that combines three elements – personal development, business strategy and societal perspectives on longevity. Lisbon is itself emerging as a longevity hub in various ways, making it a valuable location for the program. Céline describes how her personal experience sparked her interest in longevity and her recognition of a gap in executive education in part (though not specifically) for the 55+ demographic, and examining the growing significance of longer careers. Working with Avivah, they developed this into the larger concept of a course also exploring the organisational and societal implications of changing demographics, and structured a program that covers macro-economic trends, business opportunities, career transitions, personal health and finance, and even urban planning, bringing in a range of experts on each of these topics. Participants, ranging in age from late 20s to early 60s, gender balanced and from a range of corporate and non-corporate backgrounds, reported exceptionally high satisfaction ratings.Céline Abecassis-Moedas is a Professor and Pro-Rector for Innovation and Entrepreneurship at Universidade Católica Portuguesa and an Ambassador at the Stanford Center on Longevity. She holds a PhD in Management from École Polytechnique, Paris and an MA in Management from the Université Paris Dauphine. She is a graduate from École Normale Supérieure de Cachan and La Sorbonne in Economics and Management. Celine was Dean for Executive Education at Catolica Lisbon from 2019 to 2024 and previously Assistant Professor at the Centre for Business Management at Queen Mary, University of London. She worked in Business Development at Lectra in New York and as a Consultant at AT Kearney in London. Céline’s research interests are on the role of design in innovation, design management, innovation management and entrepreneurship mostly in creative industries, and her work as been widely published. In addition to her academic experience, Celine is non-executive director at CUF, Vista Alegre Atlantis and Lectra.Some Useful Links:* Catolica Lisbon Longevity Leadership Program Overview* Catolica Lisbon Longevity Leadership Program Structure* Catolica Lisbon Longevity Leadership Program Application Form* Stanford Center on Longevity Ambassador Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox is joined by Dr Amelia Peterson — founding faculty member of the London Interdisciplinary School (LIS) — to explore how higher education can reinvent itself for an age of complexity, longevity, and accelerating change.Amelia shares the story behind LIS’s bold rethink of the traditional MBA — an interdisciplinary programme designed not around internal business functions, but around six defining global “shifts”: complexity, intelligence, energy, ecosystems, trust, and longevity. These six forces, she explains, are reshaping work, leadership, and the skills needed to navigate an era of systemic uncertainty.Unlike conventional MBAs focused on finance and management silos, LIS’s approach begins with the world outside organisations — the social, environmental, and technological transformations that leaders must now understand to act responsibly and effectively. Each “shift” is both a slide (a slow-moving global trend) and a shock (an accelerating disruption), demanding that leaders develop adaptive, long-term perspectives.Amelia discusses how longevity became a cornerstone of the curriculum — linking demographic change and longer working lives to corporate time horizons and intergenerational collaboration. Drawing on her background in education policy and systems innovation, she outlines how LIS is creating programmes that combine academic depth with real-world application.The new MBA-alternative is designed for mid-career professionals — typically in their late 30s to 50s — who want to keep working while studying. The 18-month, part-time format blends immersive residential weeks with hybrid learning, offering time for what LIS calls the “inner shift”: personal and interpersonal development alongside intellectual exploration. Amelia also highlights how LIS is tackling accessibility in higher education — offering a world-class programme at roughly half the price of elite US equivalents..As higher education faces its own “midlife crisis” — demographic shifts, AI disruption, and declining enrolments — LIS is testing how universities can stay relevant. Amelia sees its role as “innovating on behalf of the system,” developing new models of learning, assessment, and leadership that larger institutions may one day adopt.Dr Amelia Peterson is a social scientist and founding faculty member at the London Interdisciplinary School (LIS), where she leads curriculum innovation and programme design. Her research bridges education policy, systems change, and the future of work, focusing on how learning environments can prepare people to tackle complex, real-world problems. Before joining LIS, she worked with the Innovation Unit, advising governments and public-sector leaders on education reform, and held academic positions at the Harvard Graduate School of Education and the London School of Economics. She holds degrees from Harvard and LSE and is a leading voice on rethinking higher education for a changing world.Useful Links:* London Interdisciplinary School (LIS) – MBA Programme* Amelia Peterson on LinkedIn* LIS Website Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of 4-Quarter Lives, Avivah Wittenberg-Cox explores how higher education is reinventing itself for ageing societies—helping experienced leaders and professionals navigate longer lives, extended careers, and purposeful transitions beyond their peak corporate years.In this episode, Avivah speaks with Hellmut Schütte, Emeritus Professor of International Management at INSEAD, about INSEAD’s groundbreaking new programme, AI Ventures - Empowering Your Life Transition. Launched in early 2024, the course quickly became the school’s most popular lifelong-learning offer, designed for senior professionals seeking renewal after formal careers. Hellmut explains how the initiative blends longevity, AI and entrepreneurship to help alumni rediscover meaning, develop “dream projects”, and master emerging technologies. He shares what the programme reveals about purpose, pride, and the untapped potential of later-life learners—and why business schools must rethink their role in this new demographic era.Hellmut Schütte is Emeritus Professor of International Management at INSEAD and former Dean of INSEAD Singapore and CEIBS in China. With a career spanning Europe and Asia, he is widely recognised for his expertise in global strategy, emerging markets and cross-cultural leadership. Since joining INSEAD in France, he held various other academic roles in the US, Japan, Switzerland and Central Europe. In recent years, Hellmut has turned his focus to longevity and lifelong learning, spearheading INSEAD’s innovative AI Ventures - Empowering Your Life Transition programme. Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of the 4-Quarter Lives Podcast, Avivah Wittenberg-Cox continues her exploration of how universities around the world are redesigning themselves for longer lives and careers. In this episode, she talks with Stewart McTavish and Alison Wood from the University of Cambridge about the launch of Better Futures, a new programme supporting leaders in midlife transition.Together they reflect on why now is the moment for Cambridge to join this global movement and how the university’s distinctive collegiate structure and interdisciplinary depth are shaping its approach. Stewart and Alison describe how Cambridge is reimagining its role in an ageing society — from offering “structured spaciousness” for reflection to building a community of leaders committed to creating “better futures.” They share the programme’s three pillars — Foundations, Frontiers and Wayfinding — and how these help participants navigate transition while remaining deeply connected to impact and meaning. It’s a thoughtful look at how an 800-year-old institution is quietly reinventing itself for the longevity era.About Stewart McTavishStewart McTavish is the Academic Director and co-founder of the Better Futures Programme. A long-time innovator at the intersection of technology entrepreneurship and social impact, he has spent over two decades helping build Cambridge’s innovation ecosystem, as a founder and entrepreneur himself and also as a supporter including as the founding Director of University of Cambridge’s ideaSpace and as a founder of Deeptech Labs, an accelerator and venture fund. His background is computer science and engineering informs his systems-based approach to change, and his current focus is on connecting leaders across business, society, politics and academia to co-create opportunities to cultivate better futures.About Alison WoodDr Alison Wood is Deputy Director of the Better Futures programme and a Fellow at Homerton College, University of Cambridge. A scholar of the humanities and education, she has spent her career exploring how universities can respond to societal change through innovation and interdisciplinary learning. Her work spans literature, music, and leadership education, and she has been a driving force behind Cambridge’s experiments in lifelong learning and midlife transformation. Passionate about rethinking what universities are for, she brings a deep interest in systems, culture, and the evolution of knowledge communities.Useful links* University of Cambridge – Better Futures Programme Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of 4 Quarter Lives, Avivah Wittenberg-Cox continues her exploration of the world’s leading midlife transition programmes. This week she speaks with Sebastian Kernbach, founder of the University of St. Gallen’s Next – Design Your Future initiative — the first university-based midlife programme in continental Europe.They discuss how St. Gallen’s approach blends design thinking, positive psychology and behavioural economics to help accomplished professionals rethink their purpose, portfolio, and personal transitions, in what Kernbach calls the multi-stage life. He describes how the three-day “sabbatical” has evolved into a five-day immersive experience, designed to give participants a structured yet creative space to pause, prototype, and rediscover what drives them.Together, Avivah and Sebastian compare models emerging from Harvard, Stanford and Chicago with Europe’s more academically grounded, culturally diverse programmes. They explore Kernbach’s key ideas — from infinite procrastination and the magic circle to the stairway to heaven — practical methods for turning reflection into action. The conversation widens to include the role of universities and employers in supporting lifelong learning, intergenerational connection and longer, healthier, more flexible careers.Kernbach shares his vision of “transition competence” — the lifelong skill of navigating change with agency, creativity and patience — and why Europe’s blend of rigour, reflection and community may offer a new model for longevity education worldwide.Sebastian Kernbach is Professor at the University of St. Gallen, where he teaches creativity, life design and visual thinking. Her is Visiting Scholar at Columbia University and Stanford University, and Guest Professor at the African Doctoral Academy and the Central University of Beijing.Previously he worked for Xerox and Interbrand. He advises and consults organizations like Nike, The United Nations, IBM and others. He founded the Visual Collaboration Lab and the Life Design Lab at the University of St. Gallen and co-authored the award-winning book “Meet up!” as well as the best-selling books “Life Design” and “Life Design Action Book”, and is author of the forthcoming book Design Your Future.Useful links:University of St. Gallen – Next Programme web page Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of 4-Quarter Lives, Avivah Wittenberg-Cox talks with the leaders of a growing number of university faculties developing programmes for individuals looking to change direction in their 3rd Quarter of life. We explore the origins and motivations behind these programmes—and how they fit the evolving role of higher education in ageing societies.In this episode she speaks with Marc Freedman — one of the world’s most influential thinkers on ageing, purpose, and intergenerational connection. As co-founder and co-CEO of CoGenerate, and founding faculty director of Yale’s Experienced Leaders Initiative, Marc has spent four decades at the forefront of reimagining how society supports connection, contribution and education across generations.Marc reflects on his journey from creating Experience Corps — a pioneering national program linking older volunteers with schoolchildren — to leading Encore.org (which popularized the concept of the “encore career” — a second act for the greater good) and now CoGenerate, a leading organization bridging the generational divide through programs and partnerships that connect older and younger people to solve society’s biggest challenges.. Across these initiatives, his mission has remained consistent: to bridge generational divides and build a more cohesive, age-integrated society.Avivah and Marc explore how higher education is beginning to adapt to longevity and the new life course. They discuss the evolution of midlife learning programs from Harvard’s ALI to Yale’s hybrid ELI model, and what universities must do to become truly multi-generational. Together, they consider the big questions: How do we scale these programs beyond elite institutions? How do we make midlife learning affordable, inclusive, and globally accessible?Marc shares why transitions in midlife take longer than expected, why reflection is as vital as reinvention, and how the future of education will depend on bringing young and old together to co-create what comes next.Marc Freedman is the Co-Founder and Co-CEO of CoGenerate, as well as the Founding Faculty Director of Yale’s Experienced Leaders Initiative (ELI). He was previously the Founder and CEO of Encore.org. He also co-founded Experience Corps, one of the U.S.’s largest service programs for older adults, now part of AARP. Marc is the author of several books, including The Big Shift and How to Live Forever, and was named one of the world’s leading social entrepreneurs by the Schwab Foundation.Useful Links:* Yale Experienced Leaders Initiative website* Learn more about CoGenerate* Experience Corps web-page Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of 4-Quarter Lives, Avivah Wittenberg-Cox talks with the leaders of a growing number of university faculties developing programmes for individuals looking to change direction in their 3rd Quarter of life. We explore the origins and motivations behind these programmes—and how they fit the evolving role of higher education in ageing societies.This week we republish a conversation Avivah had with Lindsey Beagley, Senior Director of Lifelong University Engagement at Arizona State University. They discuss the growing interest of universities to re-design themselves for the new age of longevity, engaging with people throughout their lives rather than just as the outset. Lindsey describes how Arizona State University is doing so in its various programmes, and in particular their ground-breaking Mirabella University Retirement Community on the ASU Tempe campus – integrating a continuing care retirement community into a university campus. She talks about how older adults involved in the Mirabella program are eager to help young people as well as to continue their own learning, and how this desire to mentor and support younger generations has influenced the program’s design and success.Lindsey Beagley currently serves as Senior Director of Lifelong University Engagement at Arizona State University. In this role, she launched Mirabella at ASU, a University Retirement Community on the ASU Tempe campus. She serves on the global council of the Age-Friendly University Global Network and on the board of directors for Heirloom Communities, intergenerational residential housing for low-income older adults and youth aging out of the foster care system. Beagley holds a master’s degree in public administration and is currently pursuing her Doctor of Education degree in Higher Education Leadership and Innovation with a focus on intergenerational learning in college classrooms.Some Useful Links:* https://www.insidehighered.com/opinion/views/2024/08/08/longevity-boom-boost-higher-ed-opinion* https://www.mirabellaasu.org/* https://learning.asu.edu/* https://www.universityretirementcommunities.com/* The Nexel Collaborative: https://thenexel.org/* Age Friendly University Global Network: www.afugn.org* Heirloom Communities: https://www.heirloomcommunities.com/ Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of 4-Quarter Lives, Avivah Wittenberg-Cox talks with the leaders of a growing number of university faculties developing programmes for individuals looking to change direction in their 3rd Quarter of life. We explore the origins and motivations behind these programmes—and how they fit the evolving role of higher education in ageing societies.This week she welcomes Seth Green, Dean of the University of Chicago’s Graham School, which is the home to the university’s Leadership & Society Initiative (LSI). Seth discusses how a Chicago-style commitment to humanistic inquiry and free expression is reshaping midlife transitions—and the lives of the people who join them.Seth also explains why LSI exists now: longer lives, extended careers, and leaders who want to “rewire and refire” rather than retire. Chicago’s DNA—great books and rigorous debate—anchors a three-part journey: know oneself, understand the world, and envision the future. Humanistic inquiry sits at the core, from Aristotle to Viktor Frankl, complemented by executive tools and one-to-one coaching that turn reflection into direction.Free expression is treated as a feature, not a bug. Faculty deliberately present competing lenses—economics, sociology, policy—so fellows stress-test assumptions and sharpen their own views. The result is intellectual freedom many executives haven’t enjoyed while holding institutional titles. LSI then translates insight into action through practical routes to impact: board service, strategic philanthropy, and venture creation.The programme now runs along two pathways. Design, a fully embedded year on campus, immerses fellows in 15 courses (nine cohort-based plus six audits across the university), mentoring relationships, and a culminating purpose plan. Imagine, a low-residency option of four four-day gatherings with hybrid touchpoints, offers a compass for leaders who remain in demanding roles yet want structured progress toward a portfolio life.LSI is “stage-not-age.” Candidates are at meaningful inflection points—often C-suite or equivalent—eager to redeploy serious skills toward contribution. What participants rate most highly isn’t only the Nobel-calibre faculty; it’s the peers. Values-based dialogue forges friendships that outlast titles and help executives escape what Seth calls the “underside of achievement,” the prestige trap that can slow reinvention.Midlife transitions take longer than most expect. LSI supports the arc beyond year one through its Alliance community, accompanying fellows as they iterate purpose into practice. Demand is strong—over 700 candidacies in the programme’s first years—while the university’s leadership champions LSI as part of a broader vision of an “engaged university,” integrating experience-rich leaders with research and teaching to co-create societal value.Seth Green is Dean of the University of Chicago’s Graham School. Before joining Graham, he served as Founding Director of the Baumhart Center for Social Enterprise and Responsibility at Loyola University Chicago. Previously he led Youth & Opportunity United (Y.O.U.), a nonprofit organization that prepares low-income youth for post-secondary and life success. Earlier in his career, Green worked as a consultant at McKinsey & Company. A recipient of McKinsey’s Community Fellowship, he spent one year of his time at the firm supporting nonprofit clients, including the Gates Foundation and United Way.USEFUL LINKS* Chicago’s Leadership and Society Initiative Website Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of 4-Quarter Lives Avivah Wittenberg-Cox talks with the leaders of a growing number of university faculties running programmes for individuals looking to change direction in their 3rd Quarter of life. She discusses the origins and motivations for these programmes and how they fit into the evolving role of higher education.This week she welcomes Sara Singer, Faculty Director of the Stanford Distinguished Careers Institute (DCI), to discuss how midlife transition programmes are reshaping universities — and the lives of the people who join them. A leading voice on health policy, organisational behaviour, and system design, Sara has brought a research lens to DCI, measuring its impact on purpose, community, and wellness.In this conversation, Sara shares how she moved from Harvard to Stanford, and then took on first Research Director and then Faculty Director of DCI. She explains why the programme treats each fellow’s journey as an experiment, how intergenerational learning on campus reinvigorates both students and midlife professionals, and why she sees DCI as a “jewel on campus.”They explore DCI’s three evidence-based pillars — renewing purpose, building community, and recalibrating wellness — and what the data reveals about their effectiveness. Sara also reflects on unique aspects of the programme, including its openness to couples, memoir writing, and Life Transformation Reflections. She explains why “readiness” is the key ingredient for successful fellows, and how transitions at midlife take more time than most expect. This conversation offers an inside look at how institutions can prepare people — and societies — for our new, multi-stage, 60-year careers.Sara Singer is Professor of Health Policy and Medicine at Stanford University School of Medicine and Professor of Organizational Behavior at the Stanford Graduate School of Business. She is Faculty Director of the Stanford Distinguished Careers Institute and also serves as its Research Director. Her scholarship spans health policy, leadership, and system design, with a focus on how organisations can improve population health outside of traditional medical care. At DCI, she integrates rigorous research with faculty leadership to help fellows — and the university — benefit from midlife transformation and intergenerational learning.USEFUL LINKS* Learn more about the Stanford Distinguished Careers Institute* Explore the Excel Collaborative — a network of midlife transition programmes Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In Series 10 of 4-Quarter Lives Avivah Wittenberg-Cox talks with the leaders of a growing number of university faculties developing programmes for individuals looking to change direction in their 3rd Quarter of life. She discusses the origins and motivations for these programmes and how they fit into the evolving role of higher education. In this episode, she talks with Brian Trelstad, faculty chair of Harvard’s Advanced Leadership Initiative. Amongst other topics they discuss* The origins of ALI and the three trends it was designed to address: longer lifespans, the complexity of global problems, and higher education’s role in public problem-solving.* ALI’s focus on impact — equipping fellows to address problems they care deeply about, whether through launching initiatives, joining existing platforms, or building a portfolio of meaningful activities.* The “person-problem-pathway” framework for aligning leadership skills with social change goals.* Who thrives in ALI: accomplished professionals with curiosity, humility, and a readiness to learn and unlearn.* How the program is expanding its before-and-after support — from recruitment to alumni engagement and project acceleration.* Why humility, curiosity, and experiential learning are essential for shifting from private sector leadership to social impact work.* The evidence linking purpose, pro-sociality, and longevity — and why ALI is, in a way, a health program.Whether you’re considering your own third chapter or just curious about how universities are reimagining leadership education for a 100-year life, this conversation offers a rich insider’s view of the field’s pioneer.Brian Trelstad is the William Henry Bloomberg Senior Lecturer of Business Administration and the Joseph L. Rice III, Faculty Fellow at Harvard Business School and the Faculty Chair for the Advanced Leadership Initiative for Harvard University. He teaches social entrepreneurship and systems change, impact investing, and business ethics. Outside of Harvard, Brian is a Partner and Board Member of Bridges Fund Management, a pioneering impact investment fund.Useful Links:* Learn more about ALI: advancedleadership.harvard.edu* Brian’s Harvard profile Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

Welcome to 4-Quarter Lives, a podcast exploring the profound impact of longer, healthier and more engaged lives, not only for ourselves and our couples, but also for companies and countries. I’m Avivah Wittenberg-Cox, and today, I’m doing a summary of our 9th season of this podcast.Each season of 4-Quarter Lives feels like a tapestry—woven from voices, visions, and lived experiments in the age of longevity. Season 9 may be the most practical yet: full of builders, architects, and reimagineers of how we live, age, and contribute across life’s 4 Quarters.Instead of summarising episode by episode, I’ve stepped back to distil the bigger picture. Across ten cool conversations, three conclusions emerged that I believe are shaping the future we need—urgently, optimistically, and globally.Longevity is Inspiring a New Generation of Products & ServicesOne of the clearest patterns to emerge this season was the burst of creativity in the longevity economy—services that meet both the challenges and possibilities of longer lives.There’s a beautiful throughline here: that midlife and later life are not just about winding down, but winding differently. These new services are creating options for housing, purpose, income, and legacy—often in deeply intergenerational ways.* Lisa Goldsobel’s work at Two Generations was a standout. Matching older homeowners with younger renters is more than a housing fix—it’s a loneliness solution, a purpose-provider, and an empathy engine.* Laurie Kilby reminded us that fostering isn’t just for the young. An innovative new platform, Now Foster, inspired by Now Teach founder Katie Waldegrave, taps into the experience and spaciousness of midlife to invite people to support children in care—through flexible roles that are redefining what caregiving can look like - one weekend a month.* Farah Baxter and Ignacio Moreno reframe legacy as something emotional and accessible. Their platform, Soalma, helps people record and share their stories, values, and advice (as well as admin details and paperwork)—a kind of “emotional will” that may turn out to be more lasting than any financial or legal one.* Julianne Miles runs Career Returners, and her new book Return Journey shares the lessons of thousands of people who’ve gone back to work after an extended break. As lives and careers lengthen, we’ll need more breaks, more returns and a better understanding of how to manage it all. For both individuals and companies. Here, she shares her summary view.* Neeraj Sagar’s WisdomCircle is a professional headhunter’s mature passion project. It connects retirees with companies and causes that value their insights. It’s a quiet revolution in how we value age, experience, and time. A placement platform that values wisdom and experience, not screens it out with AI. And supported by some of the top people in the business.These aren’t fringe ideas—they’re scalable, smart, and deeply human. And they share a philosophy I deeply believe in: that connection is the gift - and essential survival skill - of longevity.Conclusion: Intergenerational design isn’t just nice—it’s necessary. Longevity done well serves - and benefits - all ages.It’s Not Just Lifespan. It’s Also Healthspan—and Fullspan.This season deepened my conviction that living longer isn’t the point, despite billions being invested to do just that. The goal is simpler and a lot cheaper. Live better, longer. And to do that, we need new definitions, new metrics, and new mindsets.Three guests stood out in shaping this thinking:* Richard Leider, a global pioneer in ‘purpose’ coaching, reminded us that meaning is a biological imperative. Purpose doesn’t just extend our years—it enriches them. And it’s most powerful when it’s practical, everyday, and shared. And it doesn’t have to have a capital ‘P.’* Melinda Blau, with her signature blend of warmth and research, reframed ageing as a relational journey. It’s not about the family you’re born into, but the “wisdom friends” you cultivate. She shares her latest book, The Wisdom Whisperers, showcasing her deep friendships with nine ‘old ladies’ who taught her how to age.* Mileham Hayes brought the physician’s lens—one sharpened by decades in cardiac care. His message was sobering but hopeful: most of the major killers in older age are preventable. But only if we start testing and treating risk early and personally. So he shares what is most likely to kill you in every decade and what tests you should run to prevent that happening to you.Together, they drew a new kind of longevity triangle: Purpose. Prevention. People. The three “Ps” of fullspan health.Conclusion: We must stop treating ageing as a condition to be endured and start designing for energy, connection, and meaning at every stage.To Matter, Longevity Must Be Local—and GlobalThe final message of the season took us beyond the West—and into the rich, diverse realities of aging in the Global South. We often talk about longevity as if it’s only happening in wealthy countries. But the data says otherwise—and so do our guests.* Saher Mehdi, a molecular biologist turned health entrepreneur in India, is creating AI-guided diagnostics specifically for women. Her work on biological age is brilliant—but her motivation is even more striking. She’s filling a gap that most Western systems barely acknowledge: affordable, gender-informed longevity care in low-resource settings.* Maria Clara Pinheiro, who leads Ashoka’s longevity work in India, showed how older adults are being empowered not through government policy, but social innovation. She highlighted grassroots leaders—from grandmother-led mental health programmes in Zimbabwe to intergenerational educators in Brazil—who are reframing age as an asset.Their work reminded me that ageing may be universal, but the solutions must be rooted in culture, context, and equity. Longevity is not just a science—it’s a social contract.Conclusion: The future of aging is not one-size-fits-all. It’s local, lived, and deeply varied. Listening is the first act of innovation.Where Do We Go From Here?Looking back on Season 9, what struck me most was how tangible it all felt. These weren’t just ideas. They were already becoming reality. Quietly, bravely, and beautifully.If Season 8 explored the demographic disruption, Season 9 revealed the builders. People crafting new scaffolding for longer lives: services, tools, mindsets, and movements that meet the realities of Q3 and Q4 with grace and ambition.So what are we left with?* A reframing of ageing as something profoundly creative.* A call to think beyond “lifespan” toward “fullspan.”* And a reminder that if we design this right, longevity could be not just an extension—but an expansion.What are you building for your next quarter?We’ll be back in the fall with Season 10. I’ll be featuring the Directors of many of the world’s leading midlife transition programmes in top universities - from Harvard’s ALI, Stanford’s DCI to Oxford and Cambridge’s more recent additions. If ever you’re tempted by some later life educational breaks, this one will be for you.Until then—stay curious, stay connected, and keep designing a life, and a Quarter, that fits who you are becoming.You can find Season 9 on a phone near you, on any podcast platform, or right here on Substack. Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week on 4-Quarter Lives, Avivah Wittenberg-Cox welcomes Julianne Miles, career psychologist and co-founder of Career Returners, to discuss her forthcoming book Return Journey: How to get back to work and thrive after a career break. A leading voice in the returner space, Julianne has spent over a decade supporting thousands of professionals - many in midlife - relaunch their careers after extended breaks.In this conversation, Julianne reveals her own return-to-work story and why writing Return Journey was both personal and timely. She outlines the book’s three-stage structure - from initial mindset shifts, to finding ‘work that works’, to thriving once back at work - and explains why internal blockers like guilt and perfectionism can be just as limiting as external biases and ageism in the workplace.We explore what makes Q3 returners unique in this ‘return journey’, the myths around age and ability, and why employers should view returners not as charity hires but as motivated, experienced talent. Julianne also offers practical exercises, the value of ‘realistic optimism,’ and why intuition may be your most overlooked superpower.Whether you’re returning, hiring, or simply curious about the future of work trends, this episode - and Julianne’s book - offers a roadmap to getting ready for navigating the ins and outs of our new, 60-year careers.Return Journey is out in September 2025.Julianne Miles MBE is a chartered occupational psychologist, INSEAD MBA graduate, and, since 2014, cofounder, CEO and now Executive Chair of Career Returners (formerly Women Returners). After an early career in strategy consulting, and marketing at Diageo in the UK and Australia, she took a fouryear break to raise her children before obtaining an MSc in Organisational Psychology. Identifying the “career break penalty,” she launched Career Returners to build returntowork programs (“returnships”) and a peer network community, partnering with over 200 organisations and supporting over 3,500 professionals. With 10,000 network members, this social impact business reshapes hiring norms. In 2019 Julianne was awarded an MBE for services to business and equality.USEFUL LINKS* Buy Return Journey: How to get back to work and thrive after a career break, (To be published on 4 Sept 2025)* Visit Career Returners website* Join the Career Returners Community* Listen to the Career Returners Podcast Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with Maria Clara Pinheiro, Co-lead of Ashoka’s New Longevity Initiative. Ashoka, the world’s largest network of social entrepreneurs, has identified longevity as a key emerging trend through a bottom-up approach, observing a growing number of its fellows tackling issues related to ageing populations. This led to a global mapping of 100 fellows’ work and the launch of Ashoka’s “New Longevity” initiative. Five key themes emerged: changing the narrative around ageing, lifelong learning and work, health and care, intergenerational relationships, and economic security and inclusion.Maria Clara emphasizes the unifying concept of “lifelong contribution,” where every individual, regardless of age, is seen as a potential changemaker. She shares powerful examples, including Dixon Chibanda’s Friendship Bench project in Zimbabwe, where grandmothers are trained to provide mental health support.The conversation also explores cultural and regional differences, noting how countries like Brazil, India, and Indonesia are aging rapidly without the same infrastructure as the West. To respond, Ashoka is launching localized “Longevity Labs” to drive systems change and foster collaboration among entrepreneurs, universities, companies, and governments. India, despite its youthful reputation, is revealed to have over 150 million older adults—a powerful yet underrecognized force in shaping the country’s future. Maria Clara paints a compelling picture of how countries like India, Brazil and Zimbabwe are incubating the next wave of ageing innovation – community-driven, tech-enabled, and radically inclusive.Ashoka is a nonprofit organization that promotes social entrepreneurship by connecting and supporting individual social entrepreneurs. It invests in over 4,000 social entrepreneurs in over 90 countries worldwide. The aim is that these individuals in turn become the people that others will try to follow by example.Maria Clara Pinheiro co-leads Ashoka’s Global New Longevity initiative. She joined Ashoka in 2003 and has held leadership roles in Brazil, The United States and India. Over that time she has supported social innovators, built entrepreneurial teams and led a range of global programmes and partnerships for Ashoka. Useful Links:* Ashoka’s New Longevity Initiative website* Ashoka website* Friendship Bench website Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week, on 4-Quarter Lives, Avivah Wittenberg-Cox talks with Dr Mileham Hayes, author of ‘Live Longer: Revealing Today’s Secrets of Longevity and Wellbeing’ and a specialist in preventative medicine. As he says, "preventive medicine has never realized its promise or potential...until now". Mileham, who launched the world’s first longevity clinic and has spent nearly six decades in coronary care, shares how much of heart disease—still the world’s top killer - is preventable, yet persistently neglected. He discusses key diagnostic tests such as ApoB, Lp(a), and coronary artery calcium scans, many of which he began using in the 1990s but still remain underused. He advocates a targeted 20-test health screening battery for anyone over 40, customized by age and gender, which is downloadable with the episode.He critiques the broader health ecosystem where profit-driven industries—from pharma to fast food—drown out preventive efforts, leaving doctors and patients with minimal influence. He shares sobering statistics on the top causes of death by decade and gender across the US, UK, and Australia—highlighting suicide as a leading killer of younger men. Rather than obsessing over radical life-extension strategies, Hayes urges a back-to-basics focus on preventing known, measurable threats. Witty, forthright, and deeply experienced, Hayes is a passionate advocate for practical, accessible healthcare that prioritizes staying alive—and healthy—as the first rule of longevity.Dr Mileham Hayes is a Specialist Physician and a Fellow of both the Royal College of Physicians of London and Edinburgh. He was appointed to the world's first Coronary Care Unit and researched prevention of heart attacks – still the greatest cause of premature death. He has now spent some 50 years in clinical practice and is the author of two medical textbooks and a series of books on living longer through prevention, nutrition and exercise. His most recent book is ‘Live Longer: Revealing Today’s Secrets of Longevity and Wellbeing’. Mileham studied medicine at the University of Queensland. He has five children, played most sports at a high level, farmed, gardens, writes doggerel and cooks. He also had an ABC radio weekly program and two national TV shows presenting and playing jazz. He has the Order of Australia Medal for his services to Jazz.Useful Links:* Download a pdf by Mileham of a list of actions to Live Longer* Buy Mileham’s book ‘Live Longer’* On Amazon.com* On Amazon.co.uk Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox is joined by Dr. Saher Mehdi- molecular biologist, longevity researcher, and healthcare entrepreneur, to explore what it truly means to age well.Saher traces her journey “from molecules to meaning,” beginning with a childhood curiosity sparked by her grandmother’s ageing hands. That moment led to a lifelong inquiry into the biology of ageing, one that took her across continents and disciplines. With a PhD from Durham University and postdoctoral research at Oxford, Uppsala, and KU Leuven, her research has spanned cell fate, cardiac regeneration, epigenetics, and the stress responses that shape how, and how fast, we age.But her understanding of ageing evolved beyond the lab. Living and working in the UK, Sweden, and Belgium deepened her appreciation for how biology is shaped by culture, climate, and inequality. Returning to India, she saw the urgent need to translate cutting-edge science into accessible, personalised tools, especially in a country where 1 in 6 people will be over 60 by 2050, and where rising rates of diabetes and heart disease reveal a unique intersection of genetic vulnerability and environmental risk.Through her company ReWise Health, Saher is building a new approach to ageing — using AI and biomarker data to assess biological age, personalise interventions, and prevent disease before it strikes.She makes the case that ageing itself, not just chronic diseases, is the leading driver of mortality, and that slowing cellular ageing could add more healthy years to life than curing cancer or heart disease. In a striking metaphor, she compares female mitochondria to fuel-efficient hybrid engines, while male mitochondria resemble high-performance machines that burn through energy faster, illustrating the cellular gender gap in ageing.Saher continues to unpack the science of gendered ageing through telomeres, the protective caps at the ends of chromosomes that erode with time and stress. Women, she notes, tend to have longer telomeres and slower attrition, thanks to estrogen and the second X chromosome. But she also critiques the deep male bias in medical research: for decades, women, particularly post-50, have been excluded from clinical trials, creating massive knowledge gaps in care.She calls for a shift in longevity science, away from elite biohacking and toward public health equity, especially for ageing women in low-resource settings. Through ReWise, she’s designing a culturally relevant, scalable model for biological age testing and intervention, one rooted in empathy, science, and real-world impact.Dr. Saher Mehdi is a molecular biologist, epigenetics expert, and two-time founder in the field of preventive health and longevity. She founded Wellowise and now leads ReWise Health, a cutting-edge biotech building tools to personalise ageing and extend healthspan. With a PhD from Durham and postdoctoral research at Oxford, Uppsala, and Leuven, her work spans cell fate, cardiac regeneration, cellular stress, and the biology of ageing. A global voice in the science of longevity, Dr. Mehdi is redefining how we understand, measure, and optimise the experience of growing older with data, compassion, and vision.Useful Links:* ReWise Health website* Saher Mehdi’s Substack blog* Saher’s X account* Saher Linkedin Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

VIDEO No.1 was WAKE UP to the New #DemographicsVIDEO No.2 is WE GOTTA GET GOOD AT #TRANSITIONS WHY?Because longer lives and #careers, and the new #Q3 chapter of our #4QuarterLivesmeans we need to understand, anticipate and transition gracefully and skilfully from quarter to quarter.Are you ready? Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week, on 4-Quarter Lives, Avivah Wittenberg-Cox talks with Richard Leider, founder of Inventure – The Purpose Company, and one of America’s pre-eminent executive-life coaches. Ranked by Forbes as one of the “Top 5” most respected executive coaches, and by the Conference Board as a “legend in coaching”, he and Avivah explore a life devoted to helping others uncover meaning across the lifespan. Richard traces his journey back to his early days as a listener, when questions of “why” ignited his lifelong focus on purpose. A pivotal encounter with Viktor Frankl shaped his core philosophy: purpose is not something to seek, but something to contribute.Influences from both Frankl and Maslow emphasised that true fulfilment comes from serving others—whether in big or small ways. Richard distinguishes between “Big P” and “little p” purpose, suggesting that even everyday contributions can profoundly shape one’s life. He speaks candidly about how purpose supports health, longevity, and emotional well-being, now backed by science, including the telomere effect. Cross-cultural wisdom—from African hunter-gatherers to boardrooms—affirms a universal desire for relevance and connection.Richard also addresses gendered paths to purpose, noting that women more readily explore meaning in later life, while many men confront unfulfillment after success. At 80, he continues writing and speaking in flow, advocating for relevance over retirement. His message is clear: purpose is not a luxury—it’s essential.Richard Leider is an internationally recognised coach, author and speaker. He has written twelve books, including three best sellers, which have sold over one million copies and been translated into 20 languages. The Power of Purpose is considered a classic in the personal growth field. His PBS Special – The Power of Purpose – was viewed by millions across the U.S. Richard is the founder of Inventure – The Purpose Company, a firm created to guide individuals to live, work, and lead on purpose. He has worked with leaders from organizations such as AARP, Ameriprise, Blue Zones, Blue Spirit, Ericsson, General Mills, Habitat for Humanity, Lifespark, Mayo Clinic, Modern Elder Academy, National Football League, Outward Bound, Optum, Pfizer, United Health Group, and the U.S. Dept of State.Richard holds a master’s degree in Counseling and has been recognized with many awards including a Bush Fellowship, and the Outstanding Scholar for Creative Longevity and Wisdom award from the Fielding Institute. He is a Senior Fellow at the University of Minnesota’s Earl E. Bakken Center for Spirituality and Healing, and an Education Fellow with the Retirement Income Institute. He also serves as a Purpose Ambassador for Blue Zones and Blue Spirit Costa Rica. For over 30 years, he has led Inventure Expedition walking safaris in East Africa where he is a founder and a board member of the Dorobo Fund for Tanzania.Useful Links:* Richard’s website* Richard’s blog* Book: Who Do You Want to Be When You Grow Old?: The Path of Purposeful Aging by Richard Leider and David Shapiro (2021)* Amazon.com* Amazon UK* Book: The Power of Purpose, by Richard Leider and David Shapiro (4th Edition, 2025)* Amazon.com* Amazon UK Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this week’s episode of 4-Quarter Lives, Avivah Wittenberg-Cox talks with journalist and author Melinda Blau, about her latest book, The Wisdom Whisperers. Now in her own Q4, Melinda has written a very personal narrative about the nine much older friends who emboldened her to embrace ageing, instead of dreading it.Melinda Blau, is an award-winning journalist, a New York Times bestselling author, and a host/producer for the Crow’s Feet: Life As We Age podcast. She has spent a lifetime researching and writing about the importance of relationships: Consequential Strangers is an exploration of vital social connections beyond family and close friends, the New York Times bestseller, Secrets of the Baby Whisperer, its two sequels, and  Family Whispering cover our more intimate bonds. The Wisdom Whisperers looks at the value of relationships between generations. Links: * The Wisdom Whisperers on Amazon or wherever you buy books: The Wisdom Whisperers: Golden Guides to a Long Life of Grit, Grace, and Laughter.  * Website: https://melindablau.com/* Substack:  * Medium: https://medium.com/@melindablau Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

On 4-Quarter Lives this week Avivah Wittenberg-Cox talks with Neeraj Sagar, founder and CEO of WisdomCircle.com, a platform connecting experienced professionals in Q3 with purposeful, flexible work across the globe. Targeting individuals typically over 50—termed the “Wisdom Generation” or “WisGen”—the platform facilitates engagements across sectors like IT, manufacturing, education, and social impact, allowing retirees to contribute as mentors, consultants, or part-time experts. WisdomCircle leverages AI-driven matching to align retirees’ expertise with organizational needs, ensuring roles are compensated to recognise their value. WisdomCircle emphasizes respect and purpose, avoiding unpaid roles and promoting initiatives like the “One Million Teachers” program to integrate seasoned professionals into educational and advisory positions. With a growing presence in the UK, Europe, the Middle East, Africa and Singapore, WisdomCircle aspires to become the world’s leading marketplace for senior talent, fostering multigenerational collaboration and challenging traditional notions of retirement.Neeraj Sagar, founder and CEO of WisdomCircle, brings a rich tapestry of experience from global consulting and leadership roles. He served as a senior partner at Egon Zehnder, leading its Industrial Practice across Asia-Pacific, the Middle East, and Africa. Earlier he worked at McKinsey & Company in Singapore, the Boston Consulting Group in Chicago, and engineering roles at Schlumberger and Engineers India Limited. Neeraj holds an MBA from the University of Chicago Booth School of Business, an MS in Petroleum Engineering from Stanford University, and a bachelor’s degree in Chemical Engineering from TKIET in India.Useful Links:* WisdomCircle website Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

This week on 4-Quarter-Lives, Avivah Wittenberg-Cox talks with Ignacio Moreno and Farah Baxter, the Co-Founders of a pioneering digital platform that reimagines legacy planning by enabling individuals to create and share personalized emotional and practical legacies. Soalma was born from their personal experiences with loss and the realization of the importance of preserving memories and wisdom for future generations. The platform offers a secure, user-friendly space where users can compile multimedia content— videos, audio messages, photos, and documents—to capture life stories, advice, and heartfelt messages. These digital legacies can be shared with loved ones either during the user’s lifetime or posthumously, ensuring that personal histories and values endure.Soalma’s mission is to make legacy planning accessible and emotionally resonant. By providing intuitive templates and prompts, the platform helps users in articulating their narratives. This approach not only aids in preserving individual and family histories but also supports emotional well-being by fostering reflection and connection.Since its inception, Soalma has garnered recognition for its innovative approach. The startup was a finalist in the Expansión Startup Awards 2023, secured third place in the GBO Startup Awards, and received accolades from French Tech and SilverEco & Aging Well Awards.Looking ahead, Soalma aims to expand its reach through B2B partnerships, particularly with organizations focused on elder care and long-term planning. The team is also exploring the integration of artificial intelligence to further personalize the legacy creation process. With its headquarters in Madrid, Soalma continues to grow its user base, striving to make legacy planning a meaningful and accessible experience for all. Ignacio Moreno and Farah Baxter both have MBAs from INSEAD Business School. They met at an alumni event and discovered they had both recently lost close loved ones. Individually, they had started working on developing solutions to better address what they had found lacking in the grieving process. They decided to join forces and so founded Soalma.Ignacio Moreno is an entrepreneur and experienced corporate manager and consultant. Prior to Soalma he was CFO of Grupo IGNIS, an energy company in Spain. He also conceived and founded the MasterChef online school, which has since spread from Spain internationally. He has a BA in Law and Economics from Universidad Pontificia Comillas. Farah Baxter has extensive experience in Strategy Management at Hint Inc, Heineken, Booz & Co and Tata Realty. She has a BSc in Business Administration from Boston University.Useful Links:SOALMA Website: www.soalma.com. Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

On this week’s 4-Quarter Lives Avivah Wittenberg-Cox talks with Laurie Kilby and Katie Waldegrave, co-founders of Now Foster, a bold new initiative reimagining how we recruit and support foster carers. Laurie, a former social worker, and Katie, co-founder of Now Teach, have teamed up to tackle one of the most urgent and overlooked social issues of our time: the crisis in foster care. Building on the success of Now Teach, which helped hundreds transition into teaching in their 50s, Now Foster invites the same generation to consider a different kind of legacy: becoming part-time foster carers—Weekenders.They explain how fostering can become a civic, shared responsibility, and why this phase of life—often rich in time, energy, and desire for meaning—is ideally suited for people to contribute. Katie and Laurie share the origin story of Nw Foster, the systemic challenges, and the everyday joys of becoming a consistent, caring presence in a child’s life.It’s a stirring, smart reinvention of foster care—one weekend a month. One child. One adult or one couple. One small idea that could change lives.Laurie Kirby is Co-Founder and Practice Lead for Now Foster. A former secondary school teacher and social worker, she is herself a Now Foster carer for a young boy and works with local authorities to match children already in foster care to weekend carers. Katie Waldegrave MBE is a serial founder and lead of non-profits including, most recently, Now Foster. Previously she was co-founder, with Lucy Kellaway, of Now Teach, set up in 2016 to encourage people in mid-career to shift to teaching, and before that was co-founder and first Chief Executive of First Story, which placed writers in residence into secondary schools to help young people to nurture their creativity. Earlier, from 2003-8 she was a teacher and one of the first cohort of First Teach, an initiative to encourage new graduates to enter teaching.Useful Links:* Interested in becoming a Weekender? Want to explore how fostering fits into your Q3? Visit nowfoster.org to learn more or attend one of their info sessions. Everyone welcome—no couple, home ownership or previous experience required.* Weekenders: BBC Story of Sara and her young person* Now Teach – Midlife career changes into teaching Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

In this episode of 4-Quarter Lives, Avivah Wittenberg-Cox talks with Lisa Goldsobel, Head of Service Delivery for Two Generations, a UK-based social enterprise tackling two growing challenges: the loneliness of the older and the unaffordable housing for the younger. Founded in 2019, Two Generations scales the concept of Homesharing, where carefully matched housemates live together—typically an older homeowner and a younger sharer who provides companionship and light support in exchange for affordable accommodation.Companionship Not CaregivingLisa Goldsobel explains the thoughtful vetting, matching and support process that underpins successful and safe co-living arrangements. Homeshare is not a caregiving model but a mutually beneficial companionship arrangement, often lasting well over a year. Financially, it’s an affordable solution for both parties and includes bursary support.The conversation also explores a new frontier: offering HomeShare as a corporate benefit. With eldercare demands surpassing childcare, Two Generations helps employers support staff struggling to balance work and caregiving responsibilities. The goal is to retain valuable talent—particularly women—while improving wellbeing and productivity.From heartwarming stories to policy-shifting insights, this episode highlights how HomeShare is transforming lives and could reshape how society supports ageing populations and the modern workforce.Lisa Goldsobel is responsible for ensuring the successful delivery of the nationwide operations of the Homeshare Scheme. She manages the vetting process, ensures safeguarding compliance, and provides ongoing support for householders and for sharers. She leads the operational strategy to scale the Homesharing scheme effectively, while maintaining standards of care, safety and efficiency. Useful Links:* Two Generations Website* Homeshare as Employee Benefit – The Corporate Benefits Get full access to 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe

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 4-Quarter Lives | 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 4-Quarter Lives | 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 4-Quarter Lives | 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 4-Quarter Lives | Elderberries at elderberries.substack.com/subscribe