Retail for the Century-Long Life: Rethinking the Consumer Journey | Milan Longevity Summit 2026

*What happens to retail when the traditional stages of life no longer look so traditional?* Longer lives are changing how people work, form families, spend, save, care for themselves, and define what they need at different ages. At the same time, technology and personalisation are transforming expectations of how brands and retailers should respond to those needs. In this panel from the *Vitality Stage at the Milan Longevity Summit 2026*, *Claudia Parzani, Viktoriia Savitska, and Antonio Sciuto* join moderator *Moriella Kovalski* to explore what the century-long life means for the future of retail and the consumer journey. For decades, markets have segmented consumers largely according to age and predictable life stages. But longevity is making those assumptions increasingly outdated. A 60-year-old today may have very different expectations, behaviours, ambitions, and health needs from previous generations, while consumers of every age increasingly expect experiences built around the individual rather than the demographic category. The conversation explores how retailers and brands can respond to this shift. How do we design products, services, and experiences for consumers whose lives may span 90 or 100 years? What does personalisation look like across different phases of life? How can technology create more relevant and intuitive consumer experiences? And how do we ensure that innovation also improves *accessibility, inclusion, independence, and quality of life* as populations become more diverse in age and needs? Bringing together perspectives from *longevity, large-scale retail, technology, and consumer innovation*, the panel looks at how businesses can move beyond designing for age towards designing for evolving needs, behaviours, and aspirations throughout life. *Speakers:* • Claudia Parzani – Co-founder, A-Life • Viktoriia Savitska – Chief Global Affairs Officer, Epicentr Group of Companies • Antonio Sciuto – Co-founder & Chief Executive Officer, ELAI • Moderated by Moriella Kovalski – Executive Director, Maize Ultimately, the century-long life creates a new consumer journey, one with more transitions, more possibilities, and far greater diversity. *The opportunity for retail is not simply to serve an ageing population, but to rethink how products, services, and experiences can support people throughout longer and increasingly individual lives.* *Powered by Roche* _The *Vitality Stage* at the Milan Longevity Summit explores how innovation moves from ideas and scientific breakthroughs into the markets, technologies, products, services, and business models shaping healthier lives and a healthier planet._ *Learn more about the Milan Longevity Summit:* https://www.milanlongevitysummit.org #MilanLongevitySummit #FutureOfRetail #ConsumerInnovation #LongevityEconomy #ConsumerHealth #Personalisation #RetailInnovation #HealthyLongevity #Vitality #FutureOfBusiness