Silver Trailblazers

Annie Stirk is an age-positive campaigner, silver model, broadcaster and speaker who has become one of the UK's leading advocates for authentic representation of older women in advertising, fashion and the media. After a successful 35-year career in broadcasting, public relations and food communications, Annie embarked on a modelling career in her late sixties, demonstrating that reinvention and opportunity have no age limit. Today, Annie works with leading brands, creative agencies and charities to challenge outdated perceptions of ageing and encourage more realistic, aspirational portrayals of people over 50. Her portfolio includes campaigns for major national brands, where she has helped showcase older women as confident, active and engaged consumers rather than relying on traditional stereotypes. Alongside her modelling career, Annie is a passionate speaker and campaigner, regularly sharing her experiences at industry events and in the media. She believes businesses have both a social responsibility and a commercial opportunity to better reflect the lives of today's older consumers, whose influence and spending power continue to grow. Through her advocacy, Annie is helping reshape the conversation around ageing, encouraging marketers to embrace authenticity, diversity and inclusion in every aspect of their work. As a respected member of the Silver Marketing Association community, she continues to inspire organisations to create campaigns that genuinely connect with the over-50s market while celebrating the confidence, style and individuality that come with later life

Mafalda Honório is part of a new generation of leaders helping organisations rethink how to prepare for the realities of longer lives. As Head of Longevity Marketing at Fidelidade, Portugal's leading insurer, she has led one of Europe's most progressive longevity strategies, embedding longevity into business strategy, customer engagement and innovation. With more than 20 years' experience in consumer marketing, including senior marketing roles at Unilever, Mafalda has built her career around understanding people, creating meaningful customer experiences and developing brands with long-term purpose. Since joining Fidelidade, she has led the company's pioneering longevity strategy, embedding the principles of longer, healthier and more fulfilling lives into marketing, customer engagement and business innovation. Rather than viewing ageing as a challenge, Mafalda champions longevity as one of the defining commercial and societal opportunities of the 21st century. Her work has received international recognition, including honours for Fidelidade's innovative longevity campaigns and recognition from the Silver Marketing Association for advancing age-inclusive marketing. A graduate of Stanford University's prestigious longevity programme, Mafalda is also an international speaker and thought leader, sharing insights on how organisations can become truly "longevity ready". Passionate about changing perceptions of ageing, Mafalda encourages businesses to design products, services and communications that reflect the aspirations, lifestyles and diversity of older consumers. Her work is helping organisations recognise the enormous opportunity presented by longer lives while creating more inclusive brands for future generations.

Debbie Harris, Founder and CEO of Autumna, is a trailblazer in the care sector, bringing transparency and accessibility to elder care in the UK. Recognising the challenges families face in finding appropriate, reliable care options, Debbie has created Autumna as a comprehensive, user-friendly directory for those seeking elderly care solutions, covering everything from residential care homes to live-in care services. By prioritising transparency and consumer empowerment, she has made it significantly easier for individuals and families to make informed decisions during challenging times. Debbie has been a thought leader in highlighting the need for innovation and quality standards within the care industry. Her dedication to ensuring that users have access to detailed information and the ability to make direct comparisons has set Autumna apart in the sector. Through her platform, she also advocates for a shift towards personalised care, recognising the diverse and unique needs of the elderly population. Debbie’s approach encourages providers to meet higher standards and adapt to the expectations of an informed public. By transforming how people find and choose care, she has positively impacted countless lives, earning her a respected place as a changemaker in the care sector.

Louise Robinson, Editorial Director of *Saga Magazine*, has cemented her reputation as a visionary in journalism, steering the UK’s largest subscriber-based publication toward new horizons. With an impressive background at esteemed outlets like The Sunday Times and The Times, Robinson brings depth and sophistication to Saga, transforming it into a voice that resonates with modern, discerning audiences over 50. Her commitment to quality content challenges outdated perceptions of aging, presenting stories that celebrate active, engaged lifestyles rather than traditional, passive retirements. Louise’s approach is trailblazing in its blend of relatable storytelling and aspirational content, which includes everything from health and travel to financial advice. Her innovative mindset has been instrumental in expanding Saga's readership by tapping into current topics and maintaining high editorial standards. In addition, Louise leverages digital and print synergies, adapting the publication to stay relevant in an increasingly digital landscape. Through her leadership, Saga continues to break stereotypes, reflecting her dedication to providing meaningful and empowering narratives that resonate with the UK’s mature population. Her work exemplifies modern editorial leadership, setting a benchmark for the industry.

Eleanor Mills, founder of Noon, is redefining what it means to be a middle-aged woman in today’s world. As a journalist and former Editorial Director at The Sunday Times, Eleanor identified a gap in the narrative around "Queenagers" – women in midlife who are often underrepresented or stereotyped in media. Her platform, Noon, focuses on empowering women over 45 by celebrating their achievements and addressing the unique challenges they face, from career changes and health issues to rediscovering purpose and vitality. Eleanor’s work is groundbreaking because she reshapes the conversation around aging, breaking down societal stigmas and encouraging women to embrace this stage of life with confidence and ambition. Her advocacy goes beyond content creation; she’s a vocal campaigner, tackling issues like ageism and sexism in the workplace, ensuring that women feel seen, supported, and valued at every age. By championing middle-aged women as vibrant, evolving individuals rather than portraying them in traditional, limiting roles, Eleanor provides a platform for their voices and stories, challenging age-based biases. Through Noon, Eleanor is fostering a dynamic community that celebrates this powerful demographic, making her a true trailblazer in redefining life beyond midlife.

Jacynth Bassett is an expert, consultant and advocate in the age-inclusive movement. At only 32, she is widely recognised as a leading pioneer and voice, and has been awarded ‘Anti-Ageist Activist’ of 2023, a finalist of One Young World’s ‘Campaigner Of The Year’ award, and named one of Evening Standard’s 22 Londoners Changing the World. She is also the deserving winner of our inaugural Exceptional Achievement Award 2025. The panel of judges commented that Jacynth is a highly influential and passionate thought leader in the field of aging and inclusivity. They praised her significant and far-reaching campaigns that have achieved global recognition, successfully changing perceptions of aging, and demonstrating a strong, continued commitment to the mature sector. The judges also recognised her as a driven and innovative entrepreneur who achieves excellent results. Since its launch in 2016, Ageism Is Never In Style, the global consultancy, campaign and community, has been at the forefront of the anti-ageism, pro-age and age-inclusivity movement. Jacynth actively confronts societal stereotypes that often marginalise older women. She not only promotes diverse body types, skin tones, and age ranges in her branding but also uses her voice as an advocate to highlight how ageism intersects with other forms of discrimination in fashion and media. Jacynth and Ageism Is Never In Style are changing the narrative, empowering, and driving positive, social change around ageing. Jacynth’s work is ground-breaking, not only in advocating for inclusivity but in reshaping cultural perceptions around aging, making her a genuine trailblazer who is paving the way for a more diverse and age-positive future.

James Cobb, former Director at Inspired Villages, has reshaped retirement living through innovative, integrated community concepts tailored to the well-being and social needs of older adults. Inspired Villages focuses on creating vibrant, inclusive environments that prioritise mental, physical, and social health over traditional retirement models. This approach empowers residents to maintain independence and lead fulfilling lives, supported by modern amenities, wellness programs, and carefully designed spaces that foster community. A thought leader in the field, James has been instrumental in shifting the perspective on retirement from a passive phase of life to one that can be active, engaging, and fulfilling. He emphasises integrated care and wellness, bringing health services and lifestyle facilities directly to residents, which provides convenience and promotes long-term health. James’s forward-thinking initiatives also extend to sustainability and energy efficiency in Inspired Villages’ design and operations, aligning with a future-focused approach. His dedication to redefining later-life living is paving the way for a more inclusive, positive view of aging, setting new industry standards and giving older adults autonomy, dignity, and a vibrant community.

Rik Moore, Head of Insight, Strategy, & Planning at The Kite Factory, has made a lasting impact as a thought leader in advertising by reshaping how brands connect with audiences through data-driven strategy and insightful storytelling. Rik is known for his ability to merge creativity with analytics, and focuses on creating strategies that don’t just meet KPIs but resonate on a human level. His work leverages a deep understanding of both digital and traditional media, and he has become a respected voice in the industry for his forward-thinking approach. At The Kite Factory, Rik drives an integrated strategy that prioritises authenticity and meaningful engagement over sheer volume, a philosophy that challenges traditional norms in advertising. His belief in the power of "conscience-driven media" highlights his commitment to ethical and impactful communication, positioning brands not only as market leaders but as entities that genuinely care about their consumers' values and needs. Through his work, Rik champions a holistic view of marketing that aligns with societal shifts, encouraging brands to consider the broader cultural implications of their messaging. Through balancing innovative insights with a grounded understanding of audience psychology, Rik continues to shape a more thoughtful, socially conscious future for the advertising industry.

David Lloyd, co-founder of Boom Radio, has trailblazed a unique space in broadcasting by creating a radio platform tailored specifically for the Baby Boomer generation. Recognising that mainstream radio stations often overlook older listeners, David’s vision was to cater to an audience with rich memories of the golden age of radio, offering content that resonates deeply with them. His creation of Boom Radio revitalises the idea that radio remains a powerful and relevant medium, especially for older audiences who appreciate its nostalgic and accessible qualities. David’s approach combines classic hits and relatable programming with a genuine understanding of his audience’s interests and lifestyles. Boom Radio connects listeners with music, talk shows, and presenters they trust, which encourages a sense of community—a rare and treasured feature in today’s digital landscape. This innovative channel fills a critical gap, proving that the older generation still craves and deserves a dedicated platform that speaks to their experiences and values. David pioneering work with Boom Radio not only redefines age-targeted media but also serves as a case study in the importance of inclusive broadcasting, making him a true trailblazer in the world of radio.

Martin Lock, founder of Silversurfers, is a trailblazer for creating one of the largest online communities dedicated to people over 50, with over a million followers across social media platforms. Through Silversurfers, Martin has provided a vibrant, interactive space where older adults can share ideas, engage with tailored content, and connect over topics that resonate with their experiences. Silversurfers challenges stereotypes by creating a positive narrative around aging, focusing on empowerment, lifestyle, health, and technology for the 50+ demographic. Martin's foresight in developing this platform reflects his understanding of a significant, often overlooked audience that is highly active, digitally engaged, and eager for community-driven resources. By bridging generational divides in technology use, Silversurfers encourages its audience to embrace modern digital tools, fostering a sense of inclusivity and belonging among older adults in the digital age. Lock’s impact extends beyond social media; Silversurfers has also become a valuable platform for companies to connect with the 50+ demographic in meaningful ways, highlighting their importance as consumers. Martin’s dedication to reshaping how society views aging, combined with his commitment to digital inclusivity, has made him a pivotal figure in advocating for and celebrating the active lifestyles of the over-50 community.