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The good news is that people are living longer. The bad news is that the corporate world’s view of older consumers is obsolete. This leads to product failures and missed opportunities in the aging market. MIT AgeLab director Joseph F. Coughlin dispels many misconceptions about aging and makes a strong case for expanding the “longevity economy” beyond health and leisure products and services. Aging baby boomers are rewriting the false narrative of the needy or greedy retiree to include professional ambition, new experiences, continued learning and a wide range of recreational activities.
About the Author
Joseph F. Coughlin, PhD, is the founder and director of the AgeLab at the Massachusetts Institute of Technology, a professor at the Sloan School of Management and a board member of AARP. He consults with major companies worldwide.