KEYNOTE: Mr Gertjan Baars, Senior Director PwC Netherlands'

Msc. Gertjan Baars is an information management and technology expert and Senior Director within the PwC Netherlands' Regional Government group.

Gertjan Baars is responsible for the international team that runs the PwC's Global Center of Excellence on Ageing CoE which started 7 years ago.

PwC defines the demographic changes and the effects of it on the young and old within Society as Ageing. Together with public and private partners like universities and clients, the CoE Ageing explores on a global level the possibilities and best practises in the field of Systems, Labourmarket, Spatial planning, Health and Wellbeing.

Especially the cooperation on a regional level between government knowledge institutes and private parties within these fields are of his interest.

Recently he and his team developed a new concept and vision on next generations 'terms and conditions' of co-workers within his field of work and within PwC.

Within his role as Head of the global Center of Excellence on Ageing, he has joined several seminars and conferences as speaker or part of a panel as subjectmatter expert.

To achieve the goals, the CoE is active partner of the IFA and works closely together with TNO & Higher School of Education Utrecht/Knowledge Center of Social Innovation.

In that role he has facilitated and reported twice the Senior Officials Government Meetings in Prague and India where on a global level senior government officials debate on matters related to demographics and the responsibilities of the governments.


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