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

Susan Wilner Golden

чэр 2022 · Gildan Media · Чытае Petrea Burchard

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The $21 trillion opportunity that can only be unlocked 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. 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.

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Susan Wilner Golden is the director of dciX, which is part of the Stanford Distinguished Careers Institute (DCI). She also leads the Longevity Innovations Special Interest Group, an idea and project accelerator, in partnership with the Stanford Center on Longevity, where she's been a visiting scholar and Fellow since 2017.

Petrea Burchard is an actor, audiobook narrator, and writer. Her stage experience covers everything from Second City comedy to Shakespeare, and her resume includes television, film, and voice-over work. When she's not narrating audiobooks in her Los Angeles home studio, she loves to travel.