What if the most underestimated growth opportunity isn’t a new generation, but the one already reshaping the economy? A&G’s CEO Andrew Graff challenges one of marketing’s most persistent blind spots: overlooking the ageless generation. In his latest Fast Company piece, he explores the business cost of outdated assumptions and why brands that rethink aging, relevance, and opportunity will be better positioned to connect with the consumers driving what comes next.

Read more: The Cost of Underestimating the Ageless Generation