NFO
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Harvard Business Review Press
Susan Wilner Golden
Stage Not Age
N/A
2022
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Publisher > Harvard Business Review Press
Author > Susan Wilner Golden
Title > Stage Not Age
Issue > N/A
Year > 2022
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ISBN > 9781633699489
Pages > 263
Genre > Innovation
Language > English
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Type > RETAIL
Media > Book
Format > .EPUB
Section > eBook
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Published > 2022-06
Release > 2026-05-24
Disks > 01*1.5MB
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https://bookshop.org/p/books/stage-not-age-how-to-understand-and-serve-people-
over-60-the-fastest-growing-most-dynamic-market-in-the-world-susan-wilner-
golden/558fc30657997acc
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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CRC32: b5782db7c4b3e1fcfffd554d86bba810e91e9e14