The Longevity Economy: Inside the World's Fastest-Growing, Most Misunderstood Market

「多麼美妙的一本書！」─前田約翰，《簡單的法則》、《簡單的領導》作者

「請忘記你以為自己了解的老化，晚年生活的樣貌已被改變，感謝約翰‧考夫林，我們現在有GPS帶領我們探索這個新的世界」─Andy Sieg, head of Merrill Lynch Wealth Management

地球已經成為高齡化社會，晚年照護、退休生活的各項需求劇增，作者約翰‧考夫林是MIT年齡實驗室的主任，他花了許多時間研究人口統計數字還有最新科技發展，向大眾再次鄭重說明老年人的市場持續成長中。

各個企業在規劃針對老年人市場的產品時，總是用很過時的方法，但時代已經不同了，考夫林認為各企業應該要拋棄傳統的路線，舉出許多實際發生的例子來說明，從財富管理、房產管理、健康照護、客製化產品、個人關係等，考夫林的理論將會幫助各企業跟老年市場結合地更緊密。
 
Oldness: a social construct at odds with reality that constrains how we live after middle age and stifles business thinking on how to best serve a group of consumers, workers, and innovators that is growing larger and wealthier with every passing day.

Over the past two decades, Joseph F. Coughlin has been busting myths about aging with groundbreaking multidisciplinary research into what older people actually want--not what conventional wisdom suggests they need. In The Longevity Economy, Coughlin provides the framing and insight business leaders need to serve the growing older market: a vast, diverse group of consumers representing every possible level of health and wealth, worth about $8 trillion in the United States alone and climbing.

Coughlin provides deep insight into a population that consistently defies expectations: people who, through their continued personal and professional ambition, desire for experience, and quest for self-actualization, are building a striking, unheralded vision of longer life that very few in business fully understand. His focus on women--they outnumber men, control household spending and finances, and are leading the charge toward tomorrow's creative new narrative of later life--is especially illuminating.

Coughlin pinpoints the gap between myth and reality and then shows businesses how to bridge it. As the demographics of global aging transform and accelerate, it is now critical to build a new understanding of the shifting physiological, cognitive, social, family, and psychological realities of the longevity economy.