Tuned Out: Featuring Dave McCaughan – Storyteller, BIBLIOSEXUAL

Welcome to Tuned Out, a new series hosted by experts like Dana Keilman, co-founder and CEO of Morning Light Strategy.

Dana is joined by Dave McCaughan, a globally respected strategist and storyteller who has spent over 30 years helping some of the world’s biggest brands understand and connect with people across Asia-Pacific.

Based in Bangkok, Dave brings a deep background in advertising, communication, and cultural insight—having held senior leadership roles at McCann and led regional strategy for brands like Coca-Cola, Nestlé, Mastercard, and Johnson & Johnson. For more than a decade, he’s been focused on one of the most important shifts in global business: the rise of aging populations and the untapped potential of older consumers.

Dave is the founder of BIBLIOSEXUAL, an advisory platform dedicated to brand storytelling, and a partner at Ai.agency, which uses machine learning to decode the narratives shaping culture and commerce.

What You’ll Learn:

• What “New Life Builders” are are looking for
• What Retryment really means, and why brands should be designing for it
• How caregivers are changing category dynamics and influencing in-store purchases
• Real-world retail innovations from Asia that Western markets can learn from—like product sizing, in-store experiences, and smarter signage
• The truth about tech adoption among older consumers—and how universal design benefits everyone
• Why older shoppers are more experimental, adventurous, and valuable than most marketers realize

Key Takeaway:
Older adults are not stuck in the past—they’re shaping the future. Retailers that reframe aging as a growth opportunity, not a liability, will build deeper loyalty and unlock meaningful innovation.

About Dana Keilman & Morning Light Strategy
Dana Keilman is a seasoned innovation strategist and the Co-Founder and CEO of Morning Light Strategy. For more than 25 years, she has helped Fortune 500 companies and emerging brands design and launch products and experiences that resonate with real people—by starting with a deep understanding of what they truly need and want.

At Morning Light Strategy, Dana leads a consultancy focused on helping retailers and consumer brands grow by better serving adults aged 50+ and their caregivers. Through bespoke research and actionable insights, she helps teams make smarter decisions about product development, messaging, and customer experience.

Whether you’re looking to improve your in-store performance or deepen your relevance with aging consumers, Dana brings the clarity, empathy, and strategy needed to build for the future—starting with the people who are already shaping it.

Learn more @ morninglightstrategy.com

Conversations On Retail

Conversations On Retail is a gathering place and resource center for retail and CPG executives, built to make it easier to stay current, discover the technologies and solutions shaping the industry, and connect with the people driving it forward.

We publish news, views, and reviews from staff editors, contributing experts, and trusted partners. Some articles are developed internally, while others are submitted by industry contributors or adapted from interviews and recorded conversations with industry leaders.