The Longevity Economy

In The Longevity Economy, Joseph F. Coughlin challenges conventional perceptions of aging, revealing a vibrant and diverse population of older adults who are redefining later life with ambition and creativity. Drawing on two decades of multidisciplinary research, he highlights the substantial economic potential of this group, estimated at $8 trillion in the U.S., and stresses the importance for businesses to understand the desires and needs of older consumers. With a particular focus on women, who dominate spending and play a pivotal role in shaping the future narrative of aging, Coughlin aims to bridge the gap between outdated myths and the realities of a rapidly transforming demographic landscape.