Maddy Dychtwald

Maddy Dychtwald, a leading authority on generational marketing and demographics, is co-founder and senior vice president of the premier think-tank Age Wave, Inc. In this capacity she analyzes and forecasts trends related to the baby boomer and over-50 populations, providing audiences with a thumbnail sketch of what the future will look like as the current crop of boomers ages, and, more importantly, how these demographic trends will influence the economy. Drawing on more than 15 years of research and analysis, Dychtwald’s presentations combine demographic facts with savvy business acumen.

Maddy enlightens audiences on the upcoming scientific breakthroughs and lifestyle trends that will impact healthcare, financial services, retail, consumer products and a myriad of other industries and shows audiences how to take advantage of these new opportunities. Frequently featured in newspapers, magazines and trade publications, Dychtwald is the author of Cycles: How We Will Live, Work and Buy and co-author of Influence: How Women’s Soaring Economic Power Will Transform Our World for the Better.


INFLUENCE: How Women’s Soaring Economic Power Will Change the World for the Better
Now, more than ever, the role of women in defining and driving business is paramount. Women already control more than 50% of all consumer spending. They are being educated in higher numbers than men and are now, for the first time in history, employed in higher numbers than men. While many of today’s women stand strong when wielding earning power, many still slump in their financial confidence, long-term financial decision-making skills, economic control and investment power. The final frontier for women in the gender revolution will be gaining muscle and control over their money. Based on groundbreaking findings from Age Wave’s landmark research study “Women, Money, and Power,” this presentation reveals important new insights on women and their relationship to money. It provides an illuminating and in-depth look at women’s motivations, fears, and challenges around money, saving, and spending and shows how to most effectively target their needs and hopes.

How the Age Wave Will Transform the Marketplace – and Our Lives
This visionary presentation offers deep insights into the global population shifts that are occurring and what they mean for business and marketers. How might increasing longevity and declining fertility impact societies, economies, families and individual lives? Do people want to live traditional “linear” or more flexible “cyclic” lives and how does that alter brand loyalty? How will the “age wave” impact the consumer marketplace and which sectors and products will shrink and which will grow: from vitamins and nutraceuticals, cookies to lifetime income insurance and anti-aging healthcare, and from adventure travel to edutainment. Which industries—and countries—are hopeful about their “age wave” prospects and which are fearful? This presentation outlines how companies should orient their branding and marketing to best resonate with the new generation of “middlescent” adults. Maddy Dychtwald will also provide a list of “key marketing lessons” from 35 years on the front lines – that can be applied by marketers across industries.

Retirement Wake-Up Call: The Future of Financial Services
How has today’s financial crisis altered the relationship between client and financial advisor? Based on research findings from numerous highly acclaimed Age Wave studies on retirement and financial services, this presentation sheds light on which aspects of the financial services industry are dying and which are coming alive. It outlines the “new” retirement-related needs, worries, and aspirations—and how financial services firms and advisors can re-establish trust with the wary public. Meet the “Ageless Explorers,” the “Comfortably Contents,” the “Live for Todays” and the “Sick and Tireds.” Learn how each group feels about their lives, their prospects for fulfilling their hopes and dreams for retirement and what role financial planning, employer support and/or government policies have played in getting them to where they are today. This presentation also covers how the emerging adult lifestage demands of careers, parenthood, eldercare, grandparenthood, singlehood, disability and re-hirement will affect savings and retirement funding.

Additional Presentations by Maddy Dychtwald:

  • Retirement at the Tipping Point: New Funding, New Timing New Purpose
  • Living with Purpose: Rethinking Success
  • Four Generations Rethink Work, Retirement and Success
  • The Longevity Revolution: The Future of Health and Healthcare
  • The New Experiential Marketplace

 Full Biography

Author, speaker and Age Wave co-founder Maddy Dychtwald is a leading expert on the changing demographic trends—both generation- and gender-related—shaping the marketplace, the workplace and our lives.

Maddy has spent more than 25 years investigating and forecasting lifestyle and market trends of older adults and the 79 million baby boomers. Building on this knowledge, she has recently emerged as a renowned authority on the rising economic influence of women and their impact on industries, ranging from financial services and healthcare to consumer marketing.

A high impact speaker, she has addressed more than 300,000 business and social service leaders worldwide for organizations such as Blue Cross of California, Chevron, Direct Marketing Association, Fidelity Investments, Lincoln Financial, LPL Financial, Global Women Leadership Network, Mastercard, National Association of Educators, Network of Executive Women and the World Future Society. Maddy has been regularly featured in prominent media worldwide, including: Bloomberg Businessweek, Forbes, Newsweek, TIME, U.S. News & World Report, Fox Business News, CNBC and NPR. She is also a popular contributor to The Huffington Post and

Her newest book, INFLUENCE: How Women’s Soaring Economic Power Will Transform Our World for the Better (2010) explores how women are the major change agent of the decade to come. Maddy also wrote Cycles: How We Will Live, Work, and Buy (2004), the winner of the 2004 Book of the Year Award from the National Community Colleges Association, and co-authored an illustrated children’s book on personal reinvention entitled Gideon’s Dream: A Tale of New Beginnings (2008).

Maddy co-founded Age Wave, the nation’s foremost thought-leader on population aging trends and their profound business, lifestyle and cultural implications. The company provides breakthrough research, award-winning communications, and results-driven marketing and consulting initiatives to more than half of the Fortune 500.

A graduate of New York University, Maddy has been married for more than 25 years and has been a working mom living in the San Francisco Bay Area for much of her adult life.