Joseph Coughlin writes in Forbes about how a new generation of older consumers will force businesses to think about more than just the "destiny" of demographics:
As I write in my book The Longevity Economy, longevity economics is not simply a story of more. You might assume that more older people, by definition, means more demand for the sorts of products that have always been provided to older consumers. The reality is far more nuanced, however. The longevity economy is a story of a variety of older consumers who are arriving at their later years with unprecedented diversity in terms of tastes, demands, aspirations, and expectations for their own lives—all of which go well beyond what older consumers put up with even a generation ago.
Read the full story here.