The Opportunity Generation: The Emergence of the Longevity Economy

If you are age 50 or older, Joseph Coughlin, founder and director of the Massachusetts Institute of Technology AgeLab, thinks you are misunderstood.

In his 2017 book, “The Longevity Economy: Inside the World’s Fastest-Growing, Most Misunderstood Market,” Coughlin contends consumer marketing companies and society, in general, underestimate the potential of the older generation.

He says this underestimation is exemplified in the false narrative that older adults are a less important demographic than groups under 50. This attitude particularly pervades marketers who spend 500% more on millennials than all other age categories combined.

Coughlin’s message to companies overlooking older

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https://groceryltd.com/2020/11/the-opportunity-generation-the-emergence-of-the-longevity-economy/