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Longevity. The buzzword of 2025. Yet, alarming data showed only 11% of Gen X have a plan in place to support their active lifestyles. So, I proposed Lincoln Financial pivot the industry conversation from retirement plan…to action plan. “The Action Plan” docuseries, featuring Andre Agassi and others representing popular pastimes, helped Lincoln achieve their highest brand awareness and signaled a paradigm shift for 60MM Americans.