We are at a pivotal moment in history, where age norms are being challenged across every age segment. Yet traditional age-led stereotypes are rife in politics, advertising, and popular culture. In a world that struggles to balance age-awareness with age-obsession, the power and promise of intergenerational connections have never been more vital.

McCann Worldgroup and McCann Truth Central’s ‘Truth About Age’ study, surveyed nearly 24,000 people, aged 20 through 70, across 36 international markets. View More

Our study reveals that aging isn’t just for the old and living isn’t just for the young.

The global majority of people believe that a key ingredient to ‘ageing well’ is spending time with people who are both younger and older than oneself - yet, 2/3 people are most worried about dying alone.

A panel of experts, hosted by Harjot Singh, Chief Strategy Officer, EMEA at McCann Worldgroup, will explore key findings from this research and bring together individuals from diverse generations to explore the potential for creativity, business, and society when intergenerational connections are part of the solution and will include a brief overview of the findings presented by Truth Central Regional Director EMEA, Dr. Rodney Collins.
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