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Publisher's Summary

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.

PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.

©2017 Joseph F. Coughlin (P)2017 Hachette Audio

Critic Reviews

"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)
"Joe Coughlin has done a terrific job exploding "old age" as a concept. The magnificent result - at once forward-looking, hilariously irreverent, and engaging - serves as an indispensable road map for how to take full advantage of life's ever-lengthening third act. As I've found among the world's longest-lived people, celebrating older people is a key ingredient. The Longevity Economy shows us how to harness the skills of the wisest people among us and help them - and everyone around them - live longer." (Dan Buettner, National Geographic fellow and author of The Blue Zones)

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