This recommendation is currently available in English.
The big idea
The longevity economy rewards organizations that design for aspiration, usability and the realities of a multi-generational market.
In brief: The greatest longevity opportunities come from aspirations, not deficits.
The goal: turn demographic change into human-centered innovationAbout the book
Joseph F. Coughlin shows how businesses underestimate older consumers and miss opportunities to design better products, services and experiences for longer lives.
Older adults are diverse, aspirational consumers—not a single segment defined by decline or care needs.
Four ideas to remember
Unlearn
Reject stereotypesReplace age-based assumptions with evidence about real needs and aspirations.
Stereotypes hide demand.Listen
Research with peopleInclude older users in discovery, testing and decision-making.
Co-creation reveals opportunity.Design
Create for all agesBuild intuitive, attractive solutions without stigmatizing labels.
Good design is ageless.Innovate
Serve longer livesRethink housing, mobility, finance, health, work and connection.
Longevity creates new categories.The Longevity Academy
Keep this book snapshot
Print the reading summary or create a The Longevity Academy social card to share.
Find this book on Amazon
Choose your Amazon store. Availability, format and price vary by region.