“What Retirees Want…” The book delves into how Baby Boomers are redefining modern retirement, emphasizing that individuals 50+ now control over 70% of total net worth. The concept of the “Third Age,” is introduced as a new life stage characterized by extended longevity and evolving aspirations. Key concepts include:
- Redefining Aging: With increasing life expectancy, traditional markers of old age are shifting, necessitating a reevaluation of what it means to grow older.
- Market Opportunities: The longevity revolution is creating demand for new products and services tailored to an older demographic.
- Challenging Ageism: The book examines how unconscious ageist marketing practices can harm both individuals and business growth.
- Financial Security: Concerns are raised about whether retirees will outlive their savings and how such financial challenges can be addressed.
- Technological Advancements: The authors explore upcoming medical technologies and their potential to enhance and extend human life.
- Purposeful Engagement: The book discusses creating meaningful roles for older adults to leverage their experience for societal benefit.
- Innovative Strategies: Examples are provided of organizations that have successfully developed marketing strategies resonating with the Boomer generation.
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