CMA Café Who is Canada's next wave of retirees? #NotBoomers presented by Mastercard

Welcoming members Director level and up, to join up to 15 Marketing Leaders in this executive round table discussion.

Join Maureen Norman, founder and president of Stake Media Group, to discuss why the next wave of retirees will look nothing like those that went before them, and how they will reimagine later living.

In this engaging discussion, attendees will explore how the 5.2 million Canadians born in the ’60s are reshaping the future of retirement, redefining what it means to age in a digital world, and putting their stamp on the gift of longer lifespans. Together, we’ll examine the shared experiences that shaped this generation, the forces influencing their retirement decisions, and the massive economic impact they represent. Come ready to collaborate and discuss topics including:

The Hidden Generation

Why Canadians Born in the 1960s Are Misunderstood

How this cohort straddles analogue and digital life, why they don’t fit traditional generational labels, and what that means for retirement planning, marketing, and policy.

Reinvention Across a Lifetime

A look at how ’60s kids have navigated historic shifts in work, technology, family structures, and financial pressures—and how those experiences shape their expectations for retirement today.

The $220 Billion Opportunity

Why this group is “hiding in plain sight,” how current demographic and media categories fail to capture their behaviour, and what businesses must do to reach and resonate with them.

Cohort Analysis as a Competitive Advantage

How studying shared experiences—rather than broad generational labels—reveals actionable insights about the next wave of retirees and helps organizations design products, services, and messaging that truly connect.

Please submit your questions and come prepared to chat. Only 15 spots available