The Longevity Economy: Unlocking the World's Fastest-Growing, Most Misunderstood Market

Oldness: a social construct at odds with reality that constrains how we live after middle age and stifles business thinking on how to best serve a group of consumers, workers, and innovators that is growing larger and wealthier with every passing day.

Over the past two decades, Joseph F. Coughlin has been busting myths about aging with groundbreaking multidisciplinary research into what older people actually want--not what conventional wisdom suggests they need. In The Longevity Economy, Coughlin provides the framing and insight business leaders need to serve the growing older market: a vast, diverse group of consumers representing every possible level of health and wealth, worth about $8 trillion in the United States alone and climbing.

Coughlin provides deep insight into a population that consistently defies expectations: people who, through their continued personal and professional ambition, desire for experience, and quest for self-actualization, are building a striking, unheralded vision of longer life that very few in business fully understand. His focus on women--they outnumber men, control household spending and finances, and are leading the charge toward tomorrow's creative new narrative of later life--is especially illuminating.

Coughlin pinpoints the gap between myth and reality and then shows businesses how to bridge it. As the demographics of global aging transform and accelerate, it is now critical to build a new understanding of the shifting physiological, cognitive, social, family, and psychological realities of the longevity economy.

“I loved this book. It’s thought-provoking, insightful, and unexpectedly fun. You’ll learn about what we get wrong about a world where people live a long time, how innovators botch serving such people, and how everyone from families to companies can do a lot better. With fantastic stories of runaway successes and hilarious flops alike (“Senior Food,” anyone?), Coughlin demonstrates how design and innovation can change the way we age.” –Atul Gawande, author of Being Mortal

“Forget what you ‘think’ you know about aging. The landscape of later life has been transformed, and thanks to Joe Coughlin we now have a GPS to guide us through this exciting new world.”–Andy Sieg, head of Merrill Lynch Wealth Management

“Joe Coughlin has proven that the time has come to create a new narrative of possibility in old age. In The Longevity Economy, he not only defines that better narrative—he shows businesses how to lead in creating it and how to profit from the opportunities it provides.”–Jo Ann Jenkins, CEO, AARP

The book, The Longevity Economy: Unlocking the World's Fastest-Growing, Most Misunderstood Market [Bulk, Wholesale, Quantity] ISBN# 9781610396639 in Hardcover by Joseph F. Coughlin may be ordered in bulk quantities. Minimum starts at 25 copies. Availability based on publisher status and quantity being ordered.