4-Quarter Lives

On 4-Quarter Lives this week Avivah Wittenberg-Cox talks with Neeraj Sagar, founder and CEO of WisdomCircle.com, a platform connecting experienced professionals in Q3 with purposeful, flexible work across the globe. Targeting individuals typically over 50—termed the “Wisdom Generation” or “WisGen”—the platform facilitates engagements across sectors like IT, manufacturing, education, and social impact, allowing retirees to contribute as mentors, consultants, or part-time experts. WisdomCircle leverages AI-driven matching to align retirees’ expertise with organizational needs, ensuring roles are compensated to recognise their value. WisdomCircle emphasizes respect and purpose, avoiding unpaid roles and promoting initiatives like the “One Million Teachers” program to integrate seasoned professionals into educational and advisory positions. With a growing presence in the UK, Europe, the Middle East, Africa and Singapore, WisdomCircle aspires to become the world’s leading marketplace for senior talent, fostering multigenerational collaboration and challenging traditional notions of retirement.Neeraj Sagar, founder and CEO of WisdomCircle, brings a rich tapestry of experience from global consulting and leadership roles. He served as a senior partner at Egon Zehnder, leading its Industrial Practice across Asia-Pacific, the Middle East, and Africa. Earlier he worked at McKinsey & Company in Singapore, the Boston Consulting Group in Chicago, and engineering roles at Schlumberger and Engineers India Limited. Neeraj holds an MBA from the University of Chicago Booth School of Business, an MS in Petroleum Engineering from Stanford University, and a bachelor’s degree in Chemical Engineering from TKIET in India.Useful Links:* WisdomCircle website Get full access to Elderberries at elderberries.substack.com/subscribe

This week on 4-Quarter-Lives, Avivah Wittenberg-Cox talks with Ignacio Moreno and Farah Baxter, the Co-Founders of a pioneering digital platform that reimagines legacy planning by enabling individuals to create and share personalized emotional and practical legacies. Soalma was born from their personal experiences with loss and the realization of the importance of preserving memories and wisdom for future generations. The platform offers a secure, user-friendly space where users can compile multimedia content— videos, audio messages, photos, and documents—to capture life stories, advice, and heartfelt messages. These digital legacies can be shared with loved ones either during the user’s lifetime or posthumously, ensuring that personal histories and values endure.Soalma’s mission is to make legacy planning accessible and emotionally resonant. By providing intuitive templates and prompts, the platform helps users in articulating their narratives. This approach not only aids in preserving individual and family histories but also supports emotional well-being by fostering reflection and connection.Since its inception, Soalma has garnered recognition for its innovative approach. The startup was a finalist in the Expansión Startup Awards 2023, secured third place in the GBO Startup Awards, and received accolades from French Tech and SilverEco & Aging Well Awards.Looking ahead, Soalma aims to expand its reach through B2B partnerships, particularly with organizations focused on elder care and long-term planning. The team is also exploring the integration of artificial intelligence to further personalize the legacy creation process. With its headquarters in Madrid, Soalma continues to grow its user base, striving to make legacy planning a meaningful and accessible experience for all. Ignacio Moreno and Farah Baxter both have MBAs from INSEAD Business School. They met at an alumni event and discovered they had both recently lost close loved ones. Individually, they had started working on developing solutions to better address what they had found lacking in the grieving process. They decided to join forces and so founded Soalma.Ignacio Moreno is an entrepreneur and experienced corporate manager and consultant. Prior to Soalma he was CFO of Grupo IGNIS, an energy company in Spain. He also conceived and founded the MasterChef online school, which has since spread from Spain internationally. He has a BA in Law and Economics from Universidad Pontificia Comillas. Farah Baxter has extensive experience in Strategy Management at Hint Inc, Heineken, Booz & Co and Tata Realty. She has a BSc in Business Administration from Boston University.Useful Links:SOALMA Website: www.soalma.com. Get full access to Elderberries at elderberries.substack.com/subscribe

On this week’s 4-Quarter Lives Avivah Wittenberg-Cox talks with Laurie Kilby and Katie Waldegrave, co-founders of Now Foster, a bold new initiative reimagining how we recruit and support foster carers. Laurie, a former social worker, and Katie, co-founder of Now Teach, have teamed up to tackle one of the most urgent and overlooked social issues of our time: the crisis in foster care. Building on the success of Now Teach, which helped hundreds transition into teaching in their 50s, Now Foster invites the same generation to consider a different kind of legacy: becoming part-time foster carers—Weekenders.They explain how fostering can become a civic, shared responsibility, and why this phase of life—often rich in time, energy, and desire for meaning—is ideally suited for people to contribute. Katie and Laurie share the origin story of Nw Foster, the systemic challenges, and the everyday joys of becoming a consistent, caring presence in a child’s life.It’s a stirring, smart reinvention of foster care—one weekend a month. One child. One adult or one couple. One small idea that could change lives.Laurie Kirby is Co-Founder and Practice Lead for Now Foster. A former secondary school teacher and social worker, she is herself a Now Foster carer for a young boy and works with local authorities to match children already in foster care to weekend carers. Katie Waldegrave MBE is a serial founder and lead of non-profits including, most recently, Now Foster. Previously she was co-founder, with Lucy Kellaway, of Now Teach, set up in 2016 to encourage people in mid-career to shift to teaching, and before that was co-founder and first Chief Executive of First Story, which placed writers in residence into secondary schools to help young people to nurture their creativity. Earlier, from 2003-8 she was a teacher and one of the first cohort of First Teach, an initiative to encourage new graduates to enter teaching.Useful Links:* Interested in becoming a Weekender? Want to explore how fostering fits into your Q3? Visit nowfoster.org to learn more or attend one of their info sessions. Everyone welcome—no couple, home ownership or previous experience required.* Weekenders: BBC Story of Sara and her young person* Now Teach – Midlife career changes into teaching Get full access to Elderberries at elderberries.substack.com/subscribe

In this episode of 4-Quarter Lives, Avivah Wittenberg-Cox talks with Lisa Goldsobel, Head of Service Delivery for Two Generations, a UK-based social enterprise tackling two growing challenges: the loneliness of the older and the unaffordable housing for the younger. Founded in 2019, Two Generations scales the concept of Homesharing, where carefully matched housemates live together—typically an older homeowner and a younger sharer who provides companionship and light support in exchange for affordable accommodation.Companionship Not CaregivingLisa Goldsobel explains the thoughtful vetting, matching and support process that underpins successful and safe co-living arrangements. Homeshare is not a caregiving model but a mutually beneficial companionship arrangement, often lasting well over a year. Financially, it’s an affordable solution for both parties and includes bursary support.The conversation also explores a new frontier: offering HomeShare as a corporate benefit. With eldercare demands surpassing childcare, Two Generations helps employers support staff struggling to balance work and caregiving responsibilities. The goal is to retain valuable talent—particularly women—while improving wellbeing and productivity.From heartwarming stories to policy-shifting insights, this episode highlights how HomeShare is transforming lives and could reshape how society supports ageing populations and the modern workforce.Lisa Goldsobel is responsible for ensuring the successful delivery of the nationwide operations of the Homeshare Scheme. She manages the vetting process, ensures safeguarding compliance, and provides ongoing support for householders and for sharers. She leads the operational strategy to scale the Homesharing scheme effectively, while maintaining standards of care, safety and efficiency. Useful Links:* Two Generations Website* Homeshare as Employee Benefit – The Corporate Benefits Get full access to Elderberries at elderberries.substack.com/subscribe

In this episode of 4-Quarter Lives, Avivah Wittenberg-Cox sits down with Jacynth Bassett, the founder of Ageism Is Never In Style, to discuss their collaborative campaign, Intentionally Intergenerational. Launched in conjunction with Global Intergenerational Week (April 24–30), this initiative challenges outdated age narratives and promotes age inclusivity across workplaces and society.Jacynth, recognized as the 'Anti-Ageist Activist of the Year 2023' and one of the Evening Standard's '22 Londoners Changing The World', shares insights into the campaign's mission to bridge generational divides intentionally. With a community of over 270,000 followers and a reach of 90+ million content views, Ageism Is Never In Style leverages its platform to foster intergenerational connections and highlight the value of age diversity.​Together, Avivah and Jacynth delve into strategies for cultivating age-inclusive cultures, the importance of intergenerational allyship, and the economic imperative of embracing longevity. They also discuss their upcoming free LinkedIn webinar on April 30, 2025, aimed at equipping leaders with tools to navigate and benefit from multigenerational dynamics.​ Tune in to explore how intentional intergenerational collaboration can drive innovation, inclusivity, and sustainable growth in today's evolving demographic landscape.Jacynth Bassett is an award-winning expert, consultant and leader on age-inclusivity. As the Founder & CEO of global award-winning consultancy, community & campaign Ageism Is Never In Style®️, she is now widely recognised as a leading pioneer and voice on age inclusivity, ageism and longevity. Jacynth has been driving the age-inclusivity and anti-ageism movement since 2016 - from creating viral campaigns including #ILookMyAge (45M+ views), to consulting for and advising global brands and companies across a wide range of industries and sectors. Her strategic expertise, commercial acumen, and creative vision, paired with a deep ability to connect across generations, make her one of the most exciting visionaries and disruptors in this space.Useful Links:* LinkedIn Webinar 30 April, 13:00 BST* Ageism is Never in Style website* Ageism Is Never In Style Instagram : www.instagram.com/ageismisneverinstyle Get full access to Elderberries at elderberries.substack.com/subscribe

4-Quarter Lives explores the profound impact of longer lives and careers on… everything: countries, companies, couples, and careers. This week I’m doing a summary of Season 8, a series in two acts and ten voices.The First Act looked at a how smart older women are working hard on understanding and strengthening the next generation, and also starting to explore the new roles that older women are taking on in Q3.The Second Act featured some of the change agents waking the world up to this new era of longevity and what I call ‘generational balance’ in a myriad of ways, media and channels.ACT 1 - What Older Women Know NowCulture, socialisation, media and gender roles all shape what we can and can’t do with our lives. And these Q3 women are working to redefine the stories we hear and tell.* CULTURE: That we’ve got a big cultural challenge that is getting worse in an age of warring autocrats. It’s impacting our kids – both girls and boys – and our relationships. Kids are getting depressed and disconnected. Niobe Way, a developmental psychologist and NYU professor, shared her 30 years of research on boys, friendship, and the emotional repression imposed by traditional masculinity – and capitalism. As she says “We live in a culture that privileges thinking over feeling. Any culture that does that is going to be deeply screwed up.”* SOCIALISATION: This is especially true in some parts of the world more than others. Fast-changing and exploding India is still no easy place for young women with ambition, and Anuradha Das Mathur founder of the Vedica Scholars Programme for Women, a women-only MBA, is celebrating a decade of training a new generation of women leaders to navigate work, life, and leadership in ways that respect both ambition and care. “Dignity and dependence don’t go hand in hand. If you want dignity, you need independence. And independence requires financial freedom.” She’s ensuring they can claim it.* MEDIA MESSAGING: Then we shifted from early gender roles to later ones. Katja Meier is an award-winning screen writer trying to produce a TV show featuring a 59-year old woman who inherits a lot of money from her capitalist oil baron father and wants to distribute it differently, based on role models like Mackenzie Scott or Melinda French Gates. The producers wanted her to shave 20 years off her leading lady. It’s a great commentary on the money that a lot of Q3 women around the world are likely to inherit over the coming decade, and how little understanding there is of their motivations or interests. “As women, we’ve learned to figure things out—whether it’s navigating careers, family, or life’s challenges. The world may doubt us, but we know what we’re doing.”* GRANDPARENTING: Another lens into emerging Q3 women’s roles is Terri Apter’s new book, Grandparenting. She explores the complexity of modern parenting and grandparenting and how ageing feminists are redefining all the scripts. “We thought we’d finished the feminist fight. And then we became grandmothers. Suddenly, we’re back to renegotiating what’s selfish, what’s selfless—and what’s ours.”Each of these women is working across generational lines, using knowledge, empathy, and strategy to help younger people thrive – while also claiming space for their own evolving roles in later life.Act 2: Waking the World UpThe second half of the season looked outward – to the structural and business awakening needed around longevity. These guests are pioneering new ways to educate, communicate, and convene around one of the biggest shifts of our time: the reality that we’re living longer, and need new systems to match.* EDUCATION: Céline Abecassis-Moedas, Dean at Católica Lisbon School of Business and Economics, is redesigning leadership education to prepare executives for multigenerational teams and 100-year lives. Our Longevity Leadership programme is part of that future-facing work. If you’re interested, check out our upcoming Longevity Leadership Programme in Lisbon this June 23-27th. “What we do in the Longevity Leadership program is simple yet powerful: we connect the dots between personal transitions, corporate strategies, and societal shifts—because ageing is everyone’s business.”* MOVIES: Education takes different forms, and documentaries are a powerful way of sharing the multiple trends and advances on the scientific side. Ruben Figueres’ film Longevity Hackers, is a wonderfully global overview of the people and the debates swirling around making us live both longer and healthier. “90% of what we can do for longevity has nothing to do with expensive treatments—it’s about lifestyle. Diet, exercise, sleep, and mindset are the key. The best part? These things are available to everyone, not just the wealthy.”* CONFERENCES: Michael and Nancy Hodin, through their Global Coalition on Aging and the International Longevity Summit, are bringing together global leaders, policymakers, and thinkers to elevate longevity as the defining issue of our era. “We’re living longer than ever before, but our systems weren’t built for it. Businesses and governments need to rethink everything—from healthcare to workforce strategies—to truly capitalize on the longevity economy.”* ENTREPRENEURSHIP: Brian Clark, founder of Copyblogger and Further, is using the power of content to tell richer, more resonant stories of midlife and beyond – stories that speak to meaning, reinvention, and legacy. “The longevity economy is the biggest market opportunity and the biggest societal problem you could tackle right now. And yet, businesses are still sleeping on it.”* BOOKS & RESEARCH: Debra Whitman, head of thought leadership at AARP and author of The Next Fifty, is challenging outdated perceptions of ageing and urging institutions to reimagine how we live, work, and contribute across longer lives. “Aging isn't just an extension of the first half of life—it’s an entirely new chapter. We need to reframe it, rethink it, and embrace it.”* LEGACY: James Hagerty, who writes the Wall Street Journal’s obituary column (and has done over 800 of them) recommends that we all write our own stories – early. It’s the only way of ensuring the whole narrative survives. “Most people don’t think their early life is worth sharing, but that’s where the real story begins—how and why you became who you are.”These voices are loud, clear, and future-focused. They’re not just adapting to longer lives – they’re re-imagining them and designing for them.Season 8 was a reminder that longevity is a lens – one that lets us see both the potential of our later decades and the urgent need to rethink how we adapt to the realities of our ageing societies and their consequences.If you know someone who’s shaping the future of longer lives and careers, ageing societies and shifting demographics – or living their 4-Quarters in a way the world needs to hear – let me know. Season 9 is almost finished, but we’re in planning mode for Season 10 which will publish in the fall.Elderberries is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Get full access to Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with Dr Terri Apter, psychologist and author of the recently published Grandparenting: On Love and Relationships Across Generations. They discuss the evolving role of grandparents in modern family dynamics and how becoming a grandparent changes relationships with every family member, from adult children to in-laws. Terri categorizes grandmothers into three types: Feminists: Who provide childcare to support their daughters' careers; Radicals: Who prioritize their own independence; and Subversives: Who engage with grandchildren in unconventional ways. She also highlights the evolving role of grandfathers, who now offer hands-on support, sometimes more than they did as fathers. Teens, especially boys, often trust grandfathers most. She discusses alternative ways of grandparenting for those without biological grandchildren, emphasizing mentorship, community involvement, and the role of step-grandparents. This thought-provoking episode reframes grandparenting as a dynamic, multi-generational negotiation, filled with love, shifting expectations, and social change.Terri Apter, Ph.D. is a psychologist and prize-winning writer. Her books on family dynamics, identity and relationships received international acclaim. In addition to her most recent book Grandparenting: On Love and Relationships across Generations, they include Altered Loves: Mothers and Daughters During Adolescence (a New York Times Notable Book of the Year), and The Confident Child (winner of the Delta Kappa Gamma International Educator’s Prize). Her reviews and articles have appeared in the Guardian, the TLS, the Financial Times, the New York Times Book Review, and the Psychologist, and she is a regular blogger for Psychology Today. Raised in Chicago, Terri moved to the UK to study at Edinburgh University and Cambridge University, where she has worked ever since.Some Useful Links:* Terri Apter’s website* Buy Grandparenting here (UK)* Buy Grandparenting here (USA) Get full access to Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with Dr. Debra Whitman, Executive Vice President and Chief Public Policy Officer for the AARP (the American Association of Retired Persons). They talk about ageing, longevity, and her new book The Second Fifty: Answers to the 7 Big Questions of Midlife and Beyond. Whitman discusses her role at AARP, an organization supporting people over 50 but open to all ages, focusing on advocacy, research, and benefits. She shares her motivation for writing the book, realizing as she approached 50 that many aspects of aging were not well understood. The book addresses key questions like life expectancy, financial security, work longevity, and health. They explore inequalities in ageing, with Whitman highlighting disparities in life expectancy based on income, location, race and the U.S. healthcare system’s focus on disease treatment over prevention. The discussion also covers the challenges of retirement planning, with many forced to work longer due to financial instability. Whitman advocates for policy changes, including improved retirement systems and long-term care solutions. She emphasizes the benefits of a positive ageing mindset, which can extend life expectancy. Relationships are also crucial for well-being, often outweighing financial wealth. The conversation underscores the need for individuals and societies to rethink and reframe ageing. As Chief Public Policy Officer of the AARP, Dr Debra Whitman leads policy development, analysis and research, as well as global thought leadership supporting and advancing the interests of individuals age 50-plus and their families. She oversees AARP’s Public Policy Institute, AARP Research, Office of Policy Development and Integration, Thought Leadership, and AARP International. An economist, her career has been dedicated to solving problems affecting economic and health security, and other issues related to population ageing. Formerly staff director for the U.S. Senate Special Committee on Aging, she worked to increase retirement security, lower the cost of health care, protect vulnerable seniors, safeguard consumers, make the pharmaceutical industry more transparent, and improve the USA’s long term care system. Before that, Dr. Whitman worked for the Congressional Research Service as a specialist in the economics of ageing and, from 2001 to 2003, she served as a Brookings LEGIS Fellow to the U.S. Senate Committee on Health, Education, Labor and Pensions. Dr. Whitman serves on several boards, including the National Academy of Social Insurance, Syracuse University Maxwell School and the Pension Rights Center. She holds master’s and doctorate degrees in economics from Syracuse University and a bachelor’s degree in economics, math and Italian from Gonzaga University.Some Useful Links:* Buy ‘The Second Fifty here (USA)* Buy ‘The Second Fifty here (UK)* AARP website* Debra’s AARP Blogs Get full access to Elderberries at elderberries.substack.com/subscribe

This week on 4-Quarter Lives, Avivah Wittenberg-Cox talks with Anuradha Das Mathur, the founder of an original Management and Leadership programme in INDIA, dedicated to young women with ambition. Vedica Scholars is a pioneering leadership program that helps young women in India build sustainable, ‘break-free’ careers by refusing the cultural choice between work and family. This year, it’s celebrating its 10th anniversary and fast-growing alumnae group.In this conversation, Anuradha and Avivah explore how Vedica is transforming career trajectories for ambitious women, challenging traditional gender norms, identifying enlightened employers and companies, and fostering a new generation of leaders who are financially independent, self-assured, and unafraid to break free from outdated expectations. Anuradha also describes her personal journey - how her own awakening to gender inequalities led her to launch a program that has now empowered over 800 women. She and Avivah discuss the changing aspirations of young women in India, the cultural shifts influencing their career and life choices, and how this might be transferred to other regions of the world. India’s evolution is key to the 21st century, as are its women.Anuradha Das Mathur is Founding Director of the Vedica Foundation, the Founder and Dean of the Vedica Scholars Programme for Women, and Founder of the Vedica Women’s Alliance, a network of senior women professionals who are committed to advocate for a more gender-balanced professional ecosystem. She also serves as Senior Adviser at the DGA Group and is Managing Director of the CFO Collective – a boutique media company serving India’s senior finance community. She has also co-founded Samarth, one of India’s most reputed elder care companies with operations in 100 cities. Anuradha spent twelve years of her career with the Indian affiliate of the Economist Intelligence Unit, where she led the research and advisory business, working at the intersection of the policy, business and development sectors. Prior to this, she ran Businessworld, India’s most widely-read business magazine. She was selected, with 25 other women globally, for the prestigious Global Women's Mentoring Partnership program, a joint initiative by Fortune and the U.S. Department of State. Her passion for improving women’s participation in the workforce took root during this programme and has led to her pioneering ventures such as The Foundation for Working Women and the Vedica Foundation. In 2016, she was elected to be a part of India's ‘100 Women Achievers’, an initiative launched by the Government of India. Anuradha received a B.A. in Economics from Lady Shri Ram College, Delhi University and an M.A. in Economics from Trinity College, Cambridge University. In 2016 she was selected as a Yale Greenberg Global World Fellow. Some Useful Links:* Vedica Scholars Programme Website* The Vedica Story | Inception, Impact, and Vision* “If you can’t see it, you can’t be it” - Only 11% of Top Business School Case Studies Have a Female Protagonist* Falling fertility rates leave India staring at a looming demographic challenge Get full access to Elderberries at elderberries.substack.com/subscribe

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with James R. (Bob) Hagerty, longtime journalist and obituary writer for The Wall Street Journal. After a 40-year career covering business and markets across New York, London, Hong Kong, and Paris, James found an unexpected calling - writing obituaries that capture the richness of lives well-lived. Through more than a thousand obituaries, he’s uncovered what gets remembered, what gets lost, and why we should all take the time to write our own life stories. In this conversation, he and Avivah explore the power of memoir writing—not just for those who come after us, but for ourselves. Why do so many of us wait too long to reflect on our own journeys? How can writing our own stories help us make sense of the choices we’ve made and even shape our futures? And how does storytelling preserve both personal and collective history?James’ book, Yours Truly, makes the case for taking our own narratives into our hands before others summarize them for us.James R. (Bob) Hagerty is based in Pittsburgh and writes obituaries and other feature stories for The Wall Street Journal. Over the past four decades, he also has worked as a reporter, editor and bureau chief for the Journal and the International Herald Tribune in Hong Kong, London, Brussels, Paris, Atlanta and New York. He served as managing editor of The Wall Street Journal's Asian edition and London bureau chief of the WSJ. In addition to his journalism, James is the author of The Fateful History of Fannie Mae (History Press 2012), and Yours Truly, An Obituary Writer’s Guide to Telling Your Story (Kensington's Citadel Press, 2022), a book on how to tell life stories. He holds a bachelor's degree in economics from the University of North Dakota.Some Useful Links:* Buy Your’s Truly (Amazon USA)* Buy Your’s Truly (Amazon UK) Get full access to Elderberries at elderberries.substack.com/subscribe