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Third Quarter Rocks
Unlock the hidden potential of midlife
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What if life was a computergame? And age just the next level of wisdom? About 21 % of the Belgian workforce is aged 50 or more. That's a ton of wisdom to explore and a huge market potential. Can you really afford to ignore that? At a time when organisations obsess over youth, disruption, and “next-gen” thinking, they are overlooking the largest, wealthiest, healthiest, and most motivated cohort the workforce — and the marketplace — has ever seen.
For years, we’ve talked about talent shortages, leadership gaps, and missed growth opportunities. And yet, in plain sight, we are overlooking the largest, most experienced, and most economically powerful group the world has ever seen. People over 50.
For the first time in history, millions of people are living longer, healthier lives — not winding down, but gearing up. Their 50s, 60s, and even early 70s are no longer an exit ramp. Midlife has become just a third quarter: a moment of reinvention, ambition, and possibility.
Key Take Aways
Inside organisations, this group represents a deep reservoir of wisdom. They bring perspective under pressure, pattern recognition earned over decades, and the ability to connect strategy to reality. In a world of constant disruption, they don’t panic — they prioritise. They mentor. They stabilise. They make better decisions because they’ve seen what works, what fails, and why.
Beyond the workplace, this same group represents one of the greatest commercial opportunities of our time. People over 50 control unprecedented levels of wealth and spending power. They are investing in travel, learning, health, technology, and experiences — looking for products and brands that speak to who they are now, not who outdated stereotypes say they should be.
This is not about ageing. It’s about advantage. In this keynote, I share how you can tap into the reservoir of your Third Quarter audience, both inside and outside your organisation. With numerous successful examples from other organizations and practical tips for initiating dialogue with your employees. And humor.
Organisations that recognise the power of the third quarter will build stronger cultures, smarter leadership, and entirely new markets. Those that don’t will continue to chase youth — and miss the opportunity standing right in front of them.
The future isn’t younger than we think. It’s wiser.
In her vision of diversity, equity, and inclusion, Elke encapsulates her philosophy succinctly: "Don’t fix the people, fix the culture." She believes that inclusive leaders play a pivotal role in making diversity work within organizations. They view diversity as a growth opportunity for the company, embracing challenges posed by differing perspectives and actively seeking diversity within their teams. Understanding that inclusion is not solely an individual responsibility but a collective endeavor, Elke has developed a model comprising five drivers, initially introduced in 2019 as part of her INSEAD Gender Diversity Program. In her podcast, she elaborates on her recipe for cultivating truly inclusive workplaces.
Having shared her vision on inclusion through over 150 keynote talks and leadership workshops, Elke has assisted numerous companies in identifying their next best steps. In 2024, she launched the Dutch podcast Bindstof, featuring interviews with inclusive leaders across society, focusing on fostering connections beyond differences.
Elke emphasizes the importance of creating awareness throughout organizations, identifying and transforming barriers for diverse talents into accelerators, and holding leaders accountable for change. Drawing from global best practices and the real-life experiences of hundreds of leaders, her solutions for inclusive leadership are rooted in tangible successes.
Recognizing persistent barriers faced by women in non-inclusive workplaces, Elke founded Fierce Ladies in 2012, a platform where women support each other's growth. Through initiatives like role model talks, growth academies, and international retreats, Fierce Ladies aims to dismantle systemic barriers and empower women across sectors and generations.
With a rich professional background spanning stakeholder engagement, corporate communications, public relations, and public affairs, Elke has collaborated with leaders in various spheres, including Microsoft, HP, and SBS media group. She has shared her insights on numerous conference stages and is a co-author of the book "Who run the world, the power of female leadership." As of April 2022, Elke serves as President of the Board at VDAB, the Flemish agency for employment, driving initiatives for an inclusive job market.
At home with her husband Jo, Elke endeavors to foster inclusivity within their blended family of five children aged between 18 and 30, with the excitement of welcoming their first granddaughter soon. They believe that respecting and embracing the diversity of personalities and talents around their dinner table is fundamental to their children's growth. For Elke and her family, inclusivity is an ongoing journey of learning, with each day presenting new opportunities to cultivate inclusiveness.
Entrepreneur, Community Builder (Inclusive Leaders Connect, Straffe Madammen, 72Hours Reload), co-author of 2 books, (step)mum of 5.
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