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As the director of the MIT AgeLab, Joseph Coughlin has studied trends in demographics and technology and spearheaded research and innovation to improve the quality of life for older people and those who care for them. Now, in The Longevity Economy, he uses this expertise to break new ground in understanding this market, which composes an ever-increasing share of the total population.While companies see the size and wealth of this market, they all too often use outdated narratives to figure out what this demographic really wants. Coughlin debunks conventional wisdom and provides the framing needed to be in sync with this influential and lucrative market. He uses fascinating examples from a wide variety of sectors, from financial services to housing, health care, consumer products, and personal relationships. He showcases the work of companies like PillPack, an online pharmacy that delivers presorted medicine to your home; OXO, which makes ergonomic utensils; and edX, an online learning platform that makes it easy for older people to learn from home. Coughlin's insights will help businesses connect with older consumers, who continue to defy expectations, contribute to economic growth, and build a better, enduring vision of old age.



About the Author

Joseph F. Coughlin

Joseph F. Coughlin is the founder and director of the Massachusetts Institute of Technology AgeLab, a multidisciplinary research program created to understand the behaviors of the 50 population, the role of technology and design in their lives, and the opportunity for innovation to improve the quality of life for older adults and their families. Coughlin studies emerging consumer behaviors and lifestyle trends across the generations that are shaping the future of business and society. He teaches at MIT, and was named by the Wall Street Journal as "one of the twelve people shaping retirement," and was recognized by Fast Company as "one of the 100 most creative in business." He is a member of the Board of Directors of AARP and speaks with and advises major corporations, non-profits and governments worldwide.



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