The Longevity Economy: Unlocking the World’s Fastest- Growing, Most Misunderstood Market

Author Joe Coughlin is the Founder and Director of the MIT AgeLab a research and design organization geared toward helping aging adults remain healthy and active.  In his latest book, The Longevity Economy: Unlocking the World’s Fastest-Growing, Most Misunderstood Market, Coughlin provides a history of aging in America.  Specifically, he shares how our nation has created a narrative that has constrained an aging population through bias and social policy, while other societies embrace elders as critical participants within the family unit and the community at large.   

Coughlin’s insights into seniors (a label they don’t like) can help any product or service company trying to sell to this market.  Coughlin counsels that a product or service should not be designed for seniors if you want them to use it.  Instead, the product should be so simple it is something that anyone of any age would want to use and do!  A classic example is the iPad.   

The book is 352 pages long and there are a few dry areas, however, its worth pushing through to the end as you will find several critical insights into this population.  After reading The Longevity Economy, I gained a new perspective and a renewed sense of respect for seniors and I bet you will too.