Hasta La Ideas

The numbers don’t lie: thanks to advances in medicine and other trends in culture, the average age of the population is increasing: according to a report by AT Kearney, the life expectancy of folks in highly developed countries is increasing by one year every five years. Yet this growing demographic is largely neglected by major brands, which perpetually look to younger generations of consumers as the relevant segment of savvy early adopters.

Of course, this reasoning—the earlier you reach your audience, the better—holds true for Heineken’s current Ideas Brewery challenge to design a better drinking experience for the 60–70-year-old drinker. Submitting your entry as soon as possible affords a significant advantage in terms of garnering public votes, one of the four criteria for advancing to the round of six finalists, who will receive an invitation to a two-day workshop in Amsterdam and a chance to win one of three cash prizes.