The Longevity Economy

As the director of the MIT AgeLab Joseph Coughlin has studied trends in demographics and technology and has spearheaded groundbreaking research and innovation on improving the quality of life for older people and those who care for them. Now in The Longevity Economy he uses this expertise to break new ground in understanding this market which composes an ever-increasing share of the total population.

While companies see the size and wealth of this market they all too often use an outdated narrative to figure out what it really wants. Coughlin debunks conventional wisdom and provides the framing needed to be in sync with this influential and lucrative market. He uses fascinating examples from a wide variety of sectors from financial services to housing health care consumer products and personal relationships. He showcases the work of companies like PillPack an online pharmacy that delivers medicine presorted to your home; OXO which makes ergonomic utensils; and edX an online learning platform that makes it easy for older people to learn from home.

Coughlin's insights will help businesses connect with older consumers who continue to defy expectations contribute to economic growth and build a better enduring vision of old age.