The Longevity Economy: Unlocking the World’s Fastest-Growing, Most Misunderstood Market

　　隨著全球老年人口的佔比逐漸上升，各大企業均發現了這片新藍海，然而許多企業只提供了陳年老舊、不符現況的服務給今非昔比的老年族群。麻省理工學院老化實驗室主任Joseph Coughlin長年致力於人口發展趨勢觀察、改善及照顧銀髮族生活品質的科技革新，本書他將協助企業理解老年人的真正需求。



　　Joseph Coughlin從金融、居住、健康保險、消費者產品以及人際關係探討老年經濟學，打破我們對老齡需求傳統過時的想像，一窺他們真正的需求是什麼。書中並透過實際的案例，如線上藥局提供配好的藥直送到府，專門製造符合人體工學的餐廚具公司，以及幫助老年人在家進修的線上學習平台。



　　光在美國，老年人口的消費市場就有八億美元的商機且將持續攀升，這背後代表的是廣大且橫跨各財富、健康水準的消費者市場。Joseph Coughlin除了扭轉我們對老年經濟從生理、認知、社會、家庭到心理等現實狀態的落後理解，也幫助企業取得進入老年市場的先機。



　　「這本書是經典的Coughlin，完整呈現太大而不容忽視、太有趣而不容忘記的真實案例。《The Longevity Economy》不只讓你重新思考消費者觀點與趨勢的角色，正迫使你重新想像他們的巨大衝擊。」―萬豪國際全球首席商務長Stephanie Linnartz



　　(文/博客來編譯)

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.

Joseph Coughlin is the founder and director of the MIT AgeLab, a multidisciplinary research program created to understand the behavior of the 50+ population, the role of technology in their lives, and the opportunity for innovation to improve the quality of life for older adults and their families. He is a member of the board of directors of AARP, AARP Services, and Benchmark Senior Living. Coughlin consults with major companies in the United States and internationally, including BMW, Colgate, Kimberly Clark, JP Morgan, Marriott, Johnson & Johnson, Cartier, and many others.