It was an advertisement that warmed hearts across Europe last holiday season — and, eventually, many in the United States by way of social media. An older man who appears to struggle just to get out of bed shuffles to a shed, where he starts lifting an ancient barbell. A neighbor rolls her eyes. Even his daughter is concerned. But the man persists.

To unleash productivity, innovation, and growth in the 21st century, we must realign discussions about the future of work to recognise the importance of aging and longevity – unprecedented, accelerating trends that are reshaping economies, societies and individual lives around the globe.