Stefan Lemaitre
BOOK: Boomer Business
together with Dominique Vercraeye
Summary
Our society is constantly changing. The population pyramid has become a bar with a more balanced distribution of age groups due to increasing life expectancy and declining birth rates. This new reality demands a reorganisation of our lives, a re-story in which life stages no longer dictate when we learn, work, and rest.
Anyone who understands the demographic shift sees not only change, but above all, opportunities. This presents both opportunities and responsibilities for governments, citizens, scientists, and entrepreneurs to develop new solutions for a future in which we live together long, healthy, and happy lives.
The demographic shift requires a change in the way we live , in how we organize our live course; Indeed, Preserving our health, building financial security, taking care of our love-ones, forecasting a longer career path, etc.. doesn’t start at the age of 50 or 60. It starts when we start our own life.
Thinking in generations over-estimates the differences between generations and under-estimates/values the similarities; It limits the dynamic way in how needs evolve over time.
Changing behaviour of people is extremely difficult and government and public policy can make a big difference in creating a context for change but this will not be sufficient. The demographic shift delivers plenty of opportunities for entrepreneurs , brands, Marketers. Opportunities for developing innovative solutions and /or for bringing those innovations to the market . Marketers have already demonstrated to be capable in changing behaviour by means of love brands, by building trustful relationships between citizens and companies. The climate change and the demographic change go hand in hand for example with respect to the demand for affordable and quality housing, with respect to the food and beverages , …
This book is a source of inspiration for visionary and committed citizens, administrators, and entrepreneurs who don't wait but actively move with the future.
Biography
As a graduate in Functional Graphics & Publi-Photo at Sint-Lucas Ghent, I initially built my career as a graphic designer. From that creative foundation, I have continuously deepened my knowledge and retrained in marketing, media planning and strategic communication over the years — an evolution that has allowed me not only to create visually strong campaigns, but also to strategically position brands.
After completing additional training in HS Media Planning, I founded Belgian Advertising (B.AD), where I supervised numerous campaigns and communication projects until 2017. Since 2017, I have been combining my work as co-manager of Bureau50 with Best Advice, where I advise companies on strategic marketing, target group insights and communication approaches.
Over the years, I have worked for a wide range of clients, including VMMa (VTM, KanaalTwee, JIMtv, Q-music), Kinepolis, Warner Home Entertainment, Universal Entertainment, the Dranouter Festival, the City of Roeselare, the City of Bruges, Kuurne and many others.
What began as a creative career in graphic design has evolved into a strategically driven practice focused on insight, positioning and targeted communication.