November 07, 2017

Over the past two decades, the MIT AgeLab’s Dr. Joseph F. Coughlin has been busting myths about aging with groundbreaking, multidisciplinary research. In his new book, The Longevity Economy: Inside the World’s Fastest-Growing, Most Misunderstood Market, he presents a new portrait of the upcoming cohort of older adults: a vast, diverse group of consumers representing every possible level of health and wealth. Despite all the attention lavished on hip millennials, the longevity economy is where the money is: about $8 trillion worth in the United States alone, according to the latest research, and climbing.

Populations around the world are getting older -- fast. Businesses believe they're catering to this growing market, but do they really know what older people want? Are we ready for a world where many of us will live to blow out the candles on our hundredth birthday?  

To learn more, order a copy of The Longevity Economy today: https://www.hachettebookgroup.com/titles/joseph-f-coughlin/the-longevity-economy/9781610396653/?lens=publicaffairs