EAN: 9781633699472

STAGE (NOT AGE) - SUSAN WILNER GOLDEN LEINEN

The $22 trillion opportunity that can be unlocked only if you rethink everything you think you
know about people over sixty. In the time it takes you to read this  another twenty Americans
will turn sixty-five. Ten thousand people a day are crossing that threshold  and that number
will continue to grow. In fifteen years  Americans aged sixty-five and over will outnumber
those under age eighteen. Nearly everywhere in the world  people over sixty are the
fastest-growing age group. Longevity presents an opportunity that companies need to develop a
strategy for. Estimates put the global market for this demographic at a whopping $22 trillion
across every industry you can imagine. Entertainment  travel  education  health care  housing 
transportation  consumer goods and services  product design  tech  financial services  and many
others will benefit  but only if marketers unlearn what they think they know about this growing
population. The key is to stop thinking of older adults as one market. Stage (Not Age) is the
concise guide to helping companies understand that people over sixty are a deeply diverse
population. They're traveling through different life stages and therefore want and need
different products and services. This book helps you reset your understanding of what an old
person is. It demonstrates how three people  all seventy years old  may not even be in the same
market segment. It identifies the systemic barriers to entering this market and provides ways
to overcome them. And it shares the best practices of companies that have successfully shifted
to a Stage (Not Age) mentality. This practical guide prepares companies and marketers for an
inevitable shift they can't ignore.

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