SpotLight on Ana João Sepulveda

Ana João Sepulveda

Ana João Sepulveda

40+Lab, Managing Partner

Lisbon, Portugal
For Ana contact details, please email

Ana João Sepulveda

1. Describe your business in two paragraphs.  
40+Lab is the partner of choice for those who want to understand and anticipate the changes, issues and opportunities arising from the Longevity Economy and make the most of them.

2. What are your company's Unique Selling Points (USPs) in Portugal or in Ireland or in both markets if present in both? 
We are the only company which not only specialises in but is actually expert in Longevity Economy and Active Ageing, in all its aspects:

1. Knowledge – Current situation and Trends (demographic, business and consumer);

2. Deployment of knowledge for society and businesses alike
a. Identification of current & new business opportunities, for current owners and external investors alike;
b. Brand, Product & Service Development;
c. Policy formulation and implementation.

We are not theorists who talk about changes and issues, but rather people who identify opportunities based on a disciplined, practical approach targeted at obtaining tangible and measurable results, hailing from Market & Consumer Research, Trends Research, Marketing & Advertising and Management.

3. What achievement/success story(ies) are you most proud of?
The “New New Consumers” study, which, three years ago not only demolished the myth that the “senior consumer” was an amorphous, homogeneous mass unimportant to marketeers and businesses as regards sales and image, but actually:

1. Identified and articulated the key traits of 5 clearly defined segments as well as their needs, wants and wishes;
2. Quantified their presence in the Portuguese market.

This caused a veritable stir in the market and helped bring about a reappraisal of which consumers are really key for growth and loyalty in the marketing community in Portugal. 

We are the first ones who have not only identified the need to look in depth into what prevents employers from retaining/hiring people over 50 but actually developed a research model to understand which are the different “ageing” or “aged” segments, from their perspective and that of potential employers and have a deep insight into their capabilities, motivations and shortcomings as regards designing solutions for them that strike a chord with companies. 

4. What are your business current challenges and in the 2/3 years to come?

Moving up a gear. This means attracting investors to bring in the capital to put into place some very innovative solutions we have developed, by ourselves and with specialist in Portugal and abroad.

2/3 years:
Having an established international presence – physical or otherwise – in key EU and LATAM markets.

5. What do you think makes Portugal and/or Ireland an attractive destination to conduct your business? 
Portugal presents both some of the greatest challenges and opportunities as regards the Longevity Economy- demographically, socially and economically;

And it is a great place to be, let’s be honest… 

6. What sectors do you think will thrive in Portugal and Ireland in the coming years and why?
Employability - Without it, the Longevity Economy will never reach its full potential and will turn from an economy to a liability;
Retail – Not only are the so called “seniors” responsible for around 35% of its value but also:

1. Their role as regards influencing younger consumers and building and maintaining brand loyalty is under-exploited;

2. The levels of understanding of those consumers and of how to deal with them effectively and profitably still leave a lot to be desired.
Housing and house care domestics and training – In order to extend quality of life levels and reduce pressure on state health resources.

Wellness: In a way that transcends current definitions and encompasses:
                  1. Housing;
                  2. Natural treatments – preventive or curative;
                  3. Cosmetics;
                  4. Food & Drink. 

7. What is the best business advice you have ever received?
Avoid superficiality at all costs and from all sides. It may make things more difficult at the beginning, but ends up paying in the end.  

8. How do you think the IPBN can help you achieve your objectives and what do you expect from your IPBN membership
Ireland is one of the three worldwide positive references when it comes to the Longevity Economy. Therefore, there is an affinity between us from the word go.

Also, the entrepreneurial and innovative spirit that pervades the country, propelled by extremely high professional standards, makes in into a fertile ground for the obtention of relevant business insights and premium business leads. 

 9. Favourite destinations in Portugal and why?

Cascais – For its natural beauty and sophistication and, also, because of its focus on ageing and the Longevity Economy.

Coimbra – For being one of the oldest university city in Europe – but also for what Caritas Coimbra has been doing for the Longevity Economy

10. Favourite destinations in Ireland and why?
Dublin – Does one really need to explain why... 
Limerick - One of the age-friendliest places in the Emerald Isl