AgeLab Founder and Director Joseph F. Coughlin is interviewed in USA Today on topics related to his new book, The Longevity Economy.
Coughlin answers the question of why companies are unprepared for an aging world:
"The problem is not so much that companies are afraid of age. It’s that they think they understand it — but that “understanding" is woefully incomplete. The dominant narrative of old age, taken for granted by almost everyone, portrays a highly specific image of “oldness”: a need for rest at all times. A diminishment of output, such as work, ideas, cultural products. An overarching idea that older people are always takers, never givers; always consumers, never producers. And as a result, companies make products that, at their core, are designed for passive participants in society. Meanwhile, older people increasingly demand to be active participants. That fundamental disconnect, combined with the mind-boggling wealth and size of the burgeoning older population, is enough to turn entire industries inside out as new entrants figure out how to give older adults the tools they need to participate, create, build, and influence the world around them."
Read the full interview here.