AgeLab Founder and Director Joseph F. Coughlin's new book, The Longevity Economy, is available for purchase today, November 7th, 2017.
The population around the world is getting older -- fast. Businesses believe they're catering to this growing market, but do they really know what older people want? Are we ready for a world in which many of us can expect 100 years of quality living?
Through his work at the AgeLab over the past two decades, Coughlin has busted myths about aging with groundbreaking, multidisciplinary research. In The Longevity Economy, he presents a new portrait of the upcoming cohort of older adults: a vast, diverse group of consumers representing every possible level of health and wealth. Despite all the attention lavished on hip millennials, the longevity economy is where the money is -- about $8 trillion worth in the United States alone, according to the latest research, and climbing.
Coughlin provides deep insight into a population for whom the defiance of expectations is the new normal, and who are building a striking, unheralded vision of longer life that very few in business see coming. His focus on women -- who are leading the charge away from traditional ideas of retirement toward tomorrow's narrative -- is especially illuminating. By deconstructing our received ideas of old age, Coughlin shows how something new is poised to arise in their place: a world where we can expect to live not just longer, but better.