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.
Now, in Age Is Just a Number, Dara reveals how the dream of an Olympic comeback first came to her—when she was months into her first, hard-won pregnancy.
Finalist for the Pulitzer Prize in General Nonfiction A New York Times Bestseller Longlisted for the Andrew Carnegie Medal for Excellence in Nonfiction Winner of the WSU AOS Bonner Book Award Winner of the 2022 At Home With Growing Older ...
Normal anxiety about parenting re- sponsibility and caretaking and adult unreadiness produces a different plot, less intense and dramatic—plots like those Margaret Drabble and Anne Tyler produced in their young adulthood, ...
With personal stories, visionary thinking, and practical advice, Shift offers a new perspective to all the people entering their 40s, 50s, and 60s asking the question: What's next?
This book "sets out to change the current conversation about what it means to get older.
Most Americans take it for granted that a thirteen-year-old in the fifth grade is "behind schedule," that "teenagers who marry "too early" are in for trouble, and that a seventy-five-year-old will be pleased at being told, "You look young ...
In Reclaim Your Right to Grow Old, Kathleen O’Brien takes you on her journey into ancient philosophy, ground-breaking science and our culture’s misconceptions about aging. Her advice?
... Galloping. Horse. Meet. me at Route 2 and Darby Lane by the blue mailbox. I can't be with my family anymore. I'll be there waiting for you. Please take me away with you.” So reads a recent letter from a young girl that is not unlike ...
Shortlisted for the FT/McKinsey Business Book of the Year Award and featuring a new preface, The 100-Year Life is a wake-up call that describes what to expect and considers the choices and options that you will face.
But they're about to find out! With dynamic illustrations, a tight-knit family, and a glimpse at the world from a charming little marsupial's point of view, this cozy animal story is a perfect read-aloud and a classic in the making.