Stage (Not Age): How to Understand and Serve People Over 60–the Fastest Growing, Most Dynamic Market in the World

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Stage (Not Age): How to Understand and Serve People Over 60–the Fastest Growing, Most Dynamic Market in the World
Authors: Susan Wilner Golden
Year: 2022
Publisher: Harvard Business Review Press
Language: english
ISBN 13: 9781633699472
ISBN 7251633699471
Categorie: Sales and Marketing
Pages: 240
Edition:

Availability: 5000 in stock

SKU: 9781633699472 Category:

Stage (Not Age): How to Understand and Serve People Over 60–the Fastest Growing, Most Dynamic Market in the World Susan Wilner Golden

The $21 trillion opportunity that can only be unlocked if you rethink everything you think you know about people over 60. 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. This change is coming: Nearly everywhere in the world, people over sixty will become the dominant population. Demographers tend to pose the new longevity as a crisis we are not prepared for. And there are serious issues to address in order to serve this population, and society as a whole. But longevity also presents an opportunity for which companies need to develop a strategy. Estimates put the global market for this demographic at $21 trillion across every industry you can think of: entertainment, travel, education, healthcare, housing, transportation, consumer goods and services, product design, and financial services will all benefit if they can figure out a way to serve this market. Stage Not Age is the concise guide to helping companies understand and serve this burgeoning market by focusing on life stage, not age, and identifying the deep diversity of needs within the demographic. It will reset your understanding of what an “old person” is, help identify the systemic barriers to entering the market, and outline ways to overcome them. Best practices of companies that have successfully shifted strategies to reflect the new demographics will show how success can be achieved. Stage Not Age prepares you for an inevitable shift you can’t ignore.
Categories:
Business & Economics – Sales & Marketing
Year:
2022
Publisher:
Harvard Business Review Press
Language:
english
Pages:
240
ISBN 10:
1633699471
ISBN 13:
9781633699472
File:
1.40 MB

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