AARP Is Sponsoring This Fall’s Forbes Under 30 Summit

A bold and progressive move

The 2017 U.S.-side edition of the annual Forbes Under 30 Summit will take place Oct. 1-4 in Boston. Per usual, the speakers line-up, set to unfurl this year on seven different stages, is stacked, encompassing Ashton Kutcher, Guy Oseary, Tyler Oakley, Paul Tudor Jones and many more.

AARP has decided to come on board this year as a sponsor, for the first time, because it believes we live in an era of creative thinking. The idea is to reach an entirely new audience and lay some groundwork for conversations among younger leaders about aging that can continue and impact for decades to come.

Put another way, and with no intended disrespect to AARP’s 37.3 million members, this ain’t your grandpa’s marketing strategy. From the brief:

AARP, whose target subscriber is 50+, approached Forbes with a desire to engage Forbes’ coveted, influential demographic of millennials on the conversation around aging by using the theme “30 Years Younger.” Due to advances in healthcare and technology, millennials will likely live 30 years longer than the current generation.

AARP’s activations at the summit will include a video booth where attendees will be asked the question, “What will you do with an extra 30 years?”

AARP is one of three “Partner” sponsors for the 2017 U.S. event, alongside Fidelity and Oppenheimer Funds. Forbes Media president and COO Mike Federle tells Fishbowl his company is delighted to welcome AARP to the sponsor fold.

“It’s an interesting question,” Federle muses, “to ask millennials and generations to come what they would do with an extra bonus 30 years. Long-term, it will change how we think about aging and retirement, and will change the idea that aging is not necessarily about decline, but about the potential for continuous growth.”