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The only customer engagement platform you need. Braze helps marketers produce their best, most engaging experiences to help build customer relationships.

When Five Generations Share The Same Table

It’s 2030. You’re in a meeting room with your leadership team.
Half the people around the table have over 25 years of experience.
The other half weren’t even born when your industry’s first digital transformation began.

This isn’t fiction — it’s our near future.

By 2030, 1 in 6 people globally will be over 60 (United Nations, 2022). In Japan, Italy, and much of Europe, that reality has already arrived.

The global median age is now 30.3 the highest in human history and rising every year (Our World in Data, 2024).

This demographic shift will reshape commerce, leadership, and the way we work for decades.
And in a world defined by volatility, experience is the ultimate competitive advantage.

Where the Tensions Are:

In our expert sessions, a pattern keeps emerging.

Mid-aged leaders, many with decades of international experience, tell us the same thing:

This is the first time in history all generations are working side by side.From Gen Z interns to Baby Boomer board members, the workplace now spans five generations.

The challenge? Getting them to work together, not just at the same company, but toward the same goals.

EVOLVE was born in this reality — a private space where senior commerce leaders share insights, test ideas, and exchange experience across borders, industries, and generations.

We are not a course, a networking group, or a conference.

We are a working table of senior talent, where ideas are challenged, connections are organic, and partnerships are built on trust.

Why Senior Professionals Matter More Than Ever

1. Experience compounds
   Like capital, knowledge grows when reinvested over decades.

2. Context beats trends
   Trends fade, but the ability to connect past, present, and future is timeless.

3. Mentorship accelerates progress
   McKinsey research shows that organizations leveraging experienced talent see up to 25% higher productivity and faster leadership development.

4. Trust is currency
   In senior circles, credibility shortens deal cycles, fuels collaboration, and builds partnerships that last.

The EVOLVE Flywheel: Our Model

Observe → Learn → Apply → Improve

Observe:
We identify market signals through curated, senior-level conversations within our community and private club. Our members openly share their challenges, pain points, ambitions, and future goals—giving us direct insight into real-world needs.

Learn:
We transform these signals into actionable insights. Through expert-led sessions, panels, and immersive experiences with EVOLVE Experts, we invite members—prioritizing them first—to engage deeply. These sessions spark learning, foster meaningful dialogue, and generate valuable content for ongoing use.

Apply:
Members take these insights and test ideas in their own business contexts, turning knowledge into real-world impact.

Improve:
Results and lessons learned are shared back with the community, creating a feedback loop that drives collective growth and continuous refinement.

Refer:
Beyond the flywheel, we accelerate our members’ time to network—connecting them with peers, potential partners, and mentors within our private club. This amplifies opportunities and accelerates growth.

Each cycle compounds value—both for the individual and for the entire EVOLVE community.

Our Declaration

We are a trust-based ecosystem for senior commerce professionals from 43 markets and we keep growing by the day.

We value:

• Substance over hype

• Partnership over transactions

• Long-term thinking over short-term wins

We believe:

• Community is the present and future of commerce.

• Trust is built slowly and broken quickly.

• Diversity of thought leads to better decisions.

We act:

• By curating meaningful connections.

• By hosting conversations where experience meets fresh thinking.

• By amplifying our members’ work with integrity.

What We Do

We create environments where knowledge flows and trust grows:

• Expert Sessions — A minimum of 52+ per year with global leaders sharing unfiltered, actionable insights.

• Voices Podcast — Bringing our best conversations to a wider audience.

• EVOLVE Commerce Club — Private platform for curated connections and resources.

• Immersions with Experts — Deep dives into high-impact commerce themes.

• Meetups — Regional/Local gatherings for in-person connection.

• Exclusive Dinners & Networking — Intimate spaces for high-trust exchanges.

Where We’re Headed

In the next 12 months, we seek to:

• Grow to 50+ markets with senior representation in every major commerce hub.

• Host pilot immersions with leading experts in our club. Small to midscale immersions with world-class experts in our community. Measure the impact and transformation

• Hold 12 in-person events in cities like London, São Paulo, Singapore, and New York.

• Expand our podcast into a global reference for senior commerce voices.

• Launch cross-border projects for members to co-create business, and accelerate international opportunities

Our mission: to make EVOLVE the most trusted space for senior commerce leaders worldwide.

Why This Matters Now

We live in a decade of accelerated change:

• Technology adoption is exponential:
  Generative AI, blockchain, and data platforms are redefining industries.

• Consumer expectations are borderless: 
  Customers compare experiences across sectors, not just competitors.

• Talent is distributed:
  The best teams are connected through trust, not geography.

In this reality, those who bridge past and future will lead.
That’s the role of senior professionals and the mission of EVOLVE.

What’s next?

We’re scaling this format to more cities. Quietly. Carefully. Intentionally.

• Lisbon. Copenhagen. Madrid. London. Berlin. Cairo

• 1:1 match-making between members exploring portfolio life

• Expert Immersion: We are inviting senior experts who want to show case their knowledge

• Case studies, frameworks, and lived stories not LinkedIn memes

And we’re doing it all with the belief that the future of commerce will be shaped by people who’ve already lived its past and are brave enough to rewrite the next chapter.

8 Weeks to Live Commerce:
Inside Riachuelo’s TikTok Shop Launch

In the spring of Brazil’s retail calendar, Wellington Silva, CTO of Riachuelo, stood before an eight-week countdown.

The mission: launch TikTok Shop with no local benchmarks, no prior integrations, 11 internal teams to align, and a platform team speaking a different language, literally.

For context, Riachuelo is no nimble startup. It’s a 77-year-old fashion giant with 300+ stores, 30,000 employees, and roots in the north of Brazil. But it moved like a digital native when opportunity knocked.

Golden Insights from this session

1. Speed Wins Are About Ruthless Scope, Not Heroics
Silva’s first decision was to cut through complexity with a “radical MVP” approach. Day-one functionality was stripped to three non-negotiables:

• Catalog sync (products, prices, availability)

• Order reception and status updates

• Logistics integration with TikTok-specific labels

Everything else — returns, influencer gifting, payment reconciliation — waited until after launch. This discipline wasn’t just about hitting the date; it created early learning cycles that reshuffled the roadmap when reality revealed new priorities.

2. Old Companies Can Move Like Startup, If the Culture Is Ready
Despite its age, Riachuelo’s tech culture had been quietly modernizing — cloud infrastructure, in-house e-commerce platform, AI-assisted workflows. The real surprise? Long-tenured staff were not blockers but drivers, bringing decades of retail knowledge into fast-moving experiments. Innovation, Silva notes, didn’t have to be imposed — it was already in the company’s DNA.

3. Live Commerce Isn’t Just a Sales Channel, It’s an Architectural Challenge
TikTok Shop blurred the line between marketing and retail space design. Organic user-generated content from stores hinted at a future where physical locations might need “creator corners” or festival-style sets to encourage filming, extending store traffic into digital reach.

4. Social Commerce Is an Intermediation Game
For Silva, TikTok Shop is more than a platform — it’s a “super machine for discovery.” He predicts marketplace intermediation will claim 5–9% of Riachuelo’s e-commerce orders within a year, with other players like Google Shopping, WhatsApp, and even AI-driven transactions following close behind. The strategic risk? Becoming a commodity supplier in someone else’s ecosystem.

5. The Biggest Underestimation: Your Own Backyard
Ironically, the riskiest project delays didn’t come from external friction but from inside the tech team — unclear user stories, small task misprioritizations. In the swirl of cross-department politics, Silva warns, leaders must still “keep looking at your own yard” or lose time to avoidable missteps.

Takeaway:
Riachuelo’s TikTok Shop launch is less a story about technology than one about disciplined focus, cultural readiness, and embracing intermediation without losing brand gravity. In Silva’s playbook, success meant going live with a skateboard not a fully formed car and trusting the ride to reveal the road.

In Partnership with

Airmeet stands out by designing for connection in a sea of platforms chasing leads. It’s used by companies like Walmart, Accenture, and the University of Toronto, yet it works just as well for emerging communities like ours. We’ve trusted and partnered with Airmeet to run 60+ expert sessions. It’s reliable, intuitive, and built for human interaction, not just metrics.

If you host events where relationships matter more than registrations, Airmeet is worth a closer look