About us

40+ Lab is a business consultancy specialising in the Longevity Economy.
We exist to help our clients make the most out of how the Longevity Economy can impact on their businesses, be it as regards HR management and/or products, services and environments created or adapted for people over 40 years of age.
We are also a founding member of the Covenant on Demographic Change (http://www.afeinnovnet.eu/) and the Portuguese Network of Healthy, Intelligent and Friendly Environments.


Become the consultancy of reference in Portugal – and one of the references in Europe – as regards adapting companies to the specificities of the Longevity Economy.


Help transform Portugal into an Age-Friendly country via exploiting the full potential of the Longevity Economy.


Professionalism, Commitment, Thoroughness, Ethics, Innovation.


Contribute to the sustainable growth and productivity of our Clients through the development of strategies that integrate the Longevity Economy into their businesses and strategies, via:

  • Incorporating the Longevity Economy into the lexicon of the agents for economic growth.
  • Turning companies into Age-Friendly businesses – HR, products and services – through the promotion of the Longevity Economy.
  • Changing existing mentalities as regards ageing, older people and longevity.

Ana João Sepúlveda

Longevity Economy Expert

PHD in Sociology, with extension into Anthropology and Political Sciences, Master Degree in North-American Cultural Studies and Post-graduation in Coolhunting and Trends Studies.

Experience as a business consultant and research specialist, with over 10 years proven experience in Longevity Economy and Ageing.

Author of the “Political Marketing on the Internet” (Portuguese) book, co-author of the “Marketing or the 45+. A growing market” (Portuguese) book and 40+Lab representative at the Covenant on Demographic Change (http://www.afeinnovnet.eu/) and the Portuguese Network of Healthy, Intelligent and Friendly Environments.

Guest speaker on Longevity Economy and Ageing, with several published articles on those subjects.


Ana João Sepúlveda

Eduardo Garcia


Degree in Economics. Over 30 years’’ experience in international Marketing and Advertising strategies with Ogilvy (Brazil, UK, Spain, Portugal and Central Asia). Senior Trends Analyst at www.trendsobserver.com. Co-author of the World Trend Reports 2014 and 2015.

Ample experience in Brand Planning – including launch, expansion and re-positioning – for clients such as Ford, British American Tobacco, Nestlé, Santander Totta, Unilever, Grupo Real, Banco Itaú, and development of business concepts – a recent example of which is the Maxime Hotel (Real Group) in Lisbon.

As a Trends Analyst, experience in the identification of emerging trends and tracking of established ones in order to plot future scenarios. Guest speaker, trainer and author of several articles on this subject.


Eduardo Garcia