As populations grow older and lives stretch longer, forward-thinking companies are beginning to appoint Chief Longevity Officers — and embedding demographic strategies at the heart of business transformation. As populations grow older and lives stretch longer, forward-thinking companies are beginning to appoint Chief Longevity Officers — and embedding demographic strategies at the heart of business transformation. L’Oréal launched L’Oréal for All Generations, a global programme that repositions age as an asset in both workforce and marketplace. All employees, regardless of age, are trained on L’Oréal’s in-house GPT and digital tools, ensuring no one is left behind in the AI era. In Shanghai, where ageing is accelerating but the workforce remains young, the programme has been used to model long-term career viability and reinforce retention. This is longevity not as goodbye perk, but as a talent pipeline. Insurer Fidelidade is weaving longevity into everything from product innovation to public perception. Fidelidade now offers insurance packages that integrate health monitoring, home care services, and financial planning tailored to longer lives. Training and leadership programmes are being redesigned with longer careers in mind. The goal is to meet longevity not as a threat to be managed, but a growth market to take the lead on. Across sectors and continents, a handful of companies are waking up to the strategic dimensions of demographic change — and appointing people to lead. The ROAR report covered Kenneth Ryan’s appointment as Chief Longevity Officer at The Estate, the ultra-luxury hospitality brand co-founded by Sam Nazarian and Tony Robbins.