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

The $22 trillion opportunity that can be unlocked by rethinking everything you think you know about people over sixty is the key message of this book. It helps companies understand that people over sixty are a deeply diverse population with different life stages and needs, and provides ways to overcome systemic barriers and shift to a Stage (Not Age) mentality.

Format: Hardback
Length: 240 pages
Publication date: 25 May 2022
Publisher: Harvard Business Review Press

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 are 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.

Dimension: 234 x 155 (mm)
ISBN-13: 9781633699472