What happens at work in midlife?

Did you know that 21 % of the Belgian workforce is aged 50 or more? That's a ton of wisdom to explore and a huge market potential.  Can you really afford to ignore that?

At a time when organisations obsess over youth, disruption, and “next-gen” thinking, they are overlooking the largest, wealthiest, healthiest, and most motivated cohort the workforce — and the marketplace — has ever seen. 

This is not about ageing. It’s about advantage.

In a new keynote talk, I share how you can tap into the reservoir of your Third Quarter audience, both inside and outside your organisation. 

With numerous successful examples from other organizations and practical tips for initiating dialogue with your employees. And humor. 

Outline Keynote 

For years, we’ve talked about talent shortages, leadership gaps, and missed growth opportunities. And yet, in plain sight, we are overlooking the largest, most experienced, and most economically powerful group the world has ever seen. 

People over 50. 

For the first time in history, millions of people are living longer, healthier lives — not winding down, but gearing up. Their 50s, 60s, and even early 70s are no longer an exit ramp. Midlife has become just a third quarter: a moment of reinvention, ambition, and possibility. 

Key Take Aways   

Discover the untapped potential of people in their third quarter at work

Inside organisations, this group represents a deep reservoir of wisdom. They bring perspective under pressure, pattern recognition earned over decades, and the ability to connect strategy to reality. In a world of constant disruption, they don’t panic — they prioritise. They mentor. They stabilise. They make better decisions because they’ve seen what works, what fails, and why. 

Discover the hidden commercial potential of people in midlife

Beyond the workplace, this same group represents one of the greatest commercial opportunities of our time. People over 50 control unprecedented levels of wealth and spending power. They are investing in travel, learning, health, technology, and experiences — looking for products and brands that speak to who they are now, not who outdated stereotypes say they should be. 

For inquiries or bookings,

drop us a message on welcome@elkejeurissen.com

book a meeting in our calendar here

or get in touch on +32.476.505454.

Elke Jeurissen