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Stage (Not Age): How to Understand and Serve People Over 60--the Fastest Growing, Most Dynamic Market in the World Kindle Edition

by Susan Wilner Golden (Author) Format: Kindle Edition
4.7 4.7 out of 5 stars 47 ratings
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The $22 trillion opportunity that can be unlocked only if you rethink everything you think you know about people over sixty.

In the time it takes you to read this, another twenty Americans will turn sixty-five. Ten thousand people a day are crossing that threshold, and that number will continue to grow. In fifteen years, Americans aged sixty-five and over will outnumber those under age eighteen. Nearly everywhere in the world, people over sixty are the fastest-growing age group.

Longevity presents an opportunity that companies need to develop a strategy for. Estimates put the global market for this demographic at a whopping $22 trillion across every industry you can imagine. Entertainment, travel, education, health care, housing, transportation, consumer goods and services, product design, tech, financial services, and many others will benefit, but only if marketers unlearn what they think they know about this growing population.

The key is to stop thinking of older adults as one market. Stage (Not Age) is the concise guide to helping companies understand that people over sixty are a deeply diverse population. They're traveling through different life stages and therefore want and need different products and services.

This book helps you reset your understanding of what an "old person" is. It demonstrates how three people, all seventy years old, may not even be in the same market segment. It identifies the systemic barriers to entering this market and provides ways to overcome them. And it shares the best practices of companies that have successfully shifted to a Stage (Not Age) mentality.

This practical guide prepares companies and marketers for an inevitable shift they can't ignore.

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  1. Print length
    268 pages
  2. Language
    English
  3. Sticky notes
    On Kindle Scribe
  4. Publisher
    Harvard Business Review Press
  5. Publication date
    June 14, 2022
  6. File size
    3625 KB
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From the Publisher

The 22 Trillion Dollar Opportunity

Your own personal mater class for understanding...the 22 trillion dollar longevity market.

This book guides us toward the latter view, and brilliantly.

A thoughtful roadmap for understanding the ways in which the...demographic can drive value.

Editorial Reviews

Review

"Stage (Not Age) is a fascinating read…" — Kiplinger's

"The author provides a guide for companies to understand how retirement age can actually mean many different markets and stages." — Forbes

"In her new book, Stage (Not Age), Golden makes a case that chronological age no longer defines us, especially in the second half of life. It's the stage of life we're in that's most important." — Next Avenue

"Citing trillions of dollars in spending power, Golden says companies should cater more products and services toward the people with the most wealth: those in their golden years." — McKinsey Author Talks

Advance Praise for Stage (Not Age):

"Stage (Not Age) is your own personal master class for understanding, entering, and thriving in the fast-growing, $22 trillion longevity market. The profiles of companies that successfully serve this market will cause you to rethink everything you thought you knew about aging." — Jo Ann Jenkins, CEO, AARP

"We can continue viewing the aging of the world's population as an imminent crisis, or we can choose to see it as an opportunity for business and policy innovations. This book guides us toward the latter view, and brilliantly." — Michelle A. Williams, Dean of the Faculty, Harvard T.H. Chan School of Public Health

"People, like wine, get better with age. Susan Golden's important book demonstrates how an aging population presents extraordinary opportunities for businesses. While some complain about the costs of an older population, Stage (Not Age) offers a thoughtful roadmap for understanding the ways in which the fastest-growing demographic can drive value." — Larry Summers, President, Emeritus, Harvard University; former Secretary of the Treasury of the United States

"Susan Golden's book offers an inspiring roadmap for entrepreneurs and innovators to grow with the longevity economy." — Jonathan Levin, Dean, Stanford Graduate School of Business

"An insightful and practical guide to an amazing and multifaceted business. Stage (Not Age) is the indispensable guide for companies to develop a strategy for this opportunity—as we did at Best Buy." — Hubert Joly, former Chairman and CEO, Best Buy; author, The Heart of Business; and senior lecturer, Harvard Business School

"In Stage (Not Age), Susan Golden makes an eloquent case for investing in one of the most compelling business opportunities of our time. Her book is a clearly written, insightful guide. A must-read for changemakers of all ages." — Marc Freedman, founder, President, and CEO, Encore.org; author, How to Live Forever

"How do you reach a generation (or two) of people who don't feel, look, or act as old as they are? By not focusing on the number on their birth certificate. That's the message of Susan Golden's enlightening new book. Companies and marketers willing to listen should find themselves at an advantage." — Jean Chatzky, founder and CEO, HerMoney Media; New York Times bestselling coauthor, AgeProof

About the Author

Susan Wilner Golden is an expert on innovation and entrepreneurial opportunities created by the new longevity, and she teaches this subject at the Stanford Graduate School of Business. She is the director of the dciX impact initiative at the Stanford Distinguished Careers Institute, and advises companies on their longevity strategies. She serves as an adviser to the Techstars Future of Longevity Accelerator and to Pivotal Ventures on longevity investment opportunities. Her career stops in venture capital, public health, and life sciences have given her a multidimensional, multidisciplinary perspective on longevity opportunities.

You can find out more about Susan Golden at: dci.stanford.edu/susan-wilner-golden

Product details

  • ASIN ‏ : ‎ B08T232DYC
  • Publisher ‏ : ‎ Harvard Business Review Press (June 14, 2022)
  • Publication date ‏ : ‎ June 14, 2022
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 3625 KB
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Not Enabled
  • Word Wise ‏ : ‎ Enabled
  • Sticky notes ‏ : ‎ On Kindle Scribe
  • Print length ‏ : ‎ 268 pages
  • Customer Reviews:
    4.7 4.7 out of 5 stars 47 ratings

About the author

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Susan Wilner Golden

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Customer reviews

4.7 out of 5 stars
4.7 out of 5
47 global ratings

Top reviews from the United States

Denise Y
5.0 out of 5 stars Well written, useful book.
Reviewed in the United States on October 3, 2023
Verified Purchase
This book is well written and serves as a good reference for all purveyors of products and services for older adults and their circles of influence. Ms. Golden aptly summarizes most of the progressive thinking in the field.
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Steve Leveen
5.0 out of 5 stars Buy this for your favorite CEO
Reviewed in the United States on September 25, 2022
Verified Purchase
We all know that lifespans are longer than they used to be, but few of us understand the implications. Susan Golden helps us explore what the future might bring, and should bring, and has me rethinking the enterprises I support. Golden helped me understand that it’s not just years we are adding, but healthy years, expressed with the useful term, “healthspan.” I also resonate with other terms she suggests: “returnship” (in contrast to internship), “furtherhood,” and “unretirement.” “A big part of what used to be retirement will now be learning.” Amen.

A useful book for anyone running or helping to guide consumer businesses. I’m buying copies for three CEOs.
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Connie B
5.0 out of 5 stars A brilliant new look at marketing to people over 60
Reviewed in the United States on December 12, 2022
Verified Purchase
A well-researched pragmatic playbook for marketing to people over 60. Golden shows you how to reframe your thinking, find the sweet spots, benefit from and serve this vital and until-now misunderstood and vastly underappreciated market. A must-read for today's corporate leaders.
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Marc Morgenstern
5.0 out of 5 stars Buy this book. Immediately.
Reviewed in the United States on June 17, 2022
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After reading Stage (Not Age) every investor and business person will include a longevity strategy in their long-range planning process to maximize their own profitability and market share. It's a $22 Trillion opportunity. Why would anyone ignore it?
2 people found this helpful
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Robert Morris
5.0 out of 5 stars How to take full advantage of a "$22 trillion opportunity"
Reviewed in the United States on June 17, 2022
According to Susan Wilner Golden, "Each new company, new business strategy, and new solution that will address the needs of older adults can have a major impact on your customers, employees, and community. When you can address these needs you're improving society as a whole." She hopes that those who read this book will find their own longevity opportunity "to help people enjoy, better, more secure, and longer lives filled with dignity."

She dedicates a separate chapter to each of eight separate but related components. The prefix for all of them is HOW TO GAIN A BETTER UNDERSTANDING OF.

That is,

1. How to gain a better understanding of changing demographics and the distinction between lifespan (an age concept) and healthspan (a stage concept)

2. reinvention of the language needed when discussing longevity

3. practical segmentation of the longevity market and which of the 18 segments to explore further

4. companies that have identified a successful longevity strategy; also, how to identify opportunities the reader may not have already considered

5. different types of longevity customers and others who may not be a company's end-users

6. the probable channel and distribution challenges; also, some emerging platforms that can help address them

7. Emerging entrepreneurial opportunities (i.e. both for and by older adults)

8. Potential dividends in terms of both bottom line improvement and creating lasting social change

Golden: "By entering the longevity market and embracing a mindset of stage, not age, you are uncovering great opportunities to address ageism in your company, among your workforce, and in your marketing strategies. You have the chance to support policies that value the caregivers who also work for you [or with whom you are directly associated in collaboration] and to create new ways to help this demographic enjoy longer healthspans and age with dignity. These are among the many dividends of the new longevity."

What follows are among other passages of greatest interest and value to me, also listed to suggest the scope of Golden's coverage:

o Aging (Pages 2-3
o Longevity (10-12, 74-75, and 82-83)
o Life stages (14-15, 25-41, 31-32, 34-38, 39-40, 43-58,and 52-56)
o Healthspan (14-17)
o Longevity Opportunities ((18-21, 39-40, 61-99, 83-93, 176-178, and 180-184)

o Multigenerational workforce (20-21 and 165-166)
o Diversity (25-41 and 174-176)
o Ageism (38-39, 107-112, and 156-159)
o Marketing (43-58, 101-102, and 110-111)
o Segmentation (45-51 and 174-176)

o Domains (48-51 and 174-176)
o Platforms (49-50, 84-85, 90-92, and 147-148)
o Stage segmentation (52-58 and 111-112)
o Legacy stage (53-54 NS 161-164)
o Lifelong learning (56-57, 64-65, and 93-96)

o Caregivers and caregiving (83-93, 87-90, and 88-90)
o Transition planning (88-90, 142-143, and 147-148)
o Innovation initiatives (129-131, 148-149, and 180-184)
O Investingin Dignity (161-164)
o Furtherhood (169-172)

It is more important now than it was at any prior time that I recall for organizations to understand how to create or increase demand for what they offer to those who -- age 60+ within one of 18 life stages -- comprise a market with potential sales of at least $22-TRILLION. In fact, probably more, perhaps much more. It continues to be "the fastest growing, most dynamic market in the world." Here in a single volume, Susan Wilner Golden provides an abundance of information, insights, and counsel,  about all that anyone needs to know about HOW to do that.

Obviously, no single organization can dominate a market so large and so complex. However, almost every organization can gain and then protect its share as well as help other organizations to do so.
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Steve Medina
5.0 out of 5 stars Great forward thinking on the aging paradigm
Reviewed in the United States on August 26, 2022
Fantastic, thought-provoking, and in-depth thinking to reframing aging! Ms. Wilner Golden’s leading thinking, demonstration of expertise presents a new framework for businesses, non-profits, and for-profits to consider in this massive market.

People may debate the quarters, stages, and structure, but it is undeniable that Ms. Wilder Golden’s approach pushes the boundaries of thinking about aging. I believe it is long overdue to shatter the conventional approaches and understandings of people’s further journeys. Ms. Wilner Golden’ approach is the flag bearer for pushing further through this book. I am sure this will spur others to build on this seminal treatise.
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Louise Foerster
5.0 out of 5 stars Rousing Wonderful!
Reviewed in the United States on June 14, 2022
A standing ovation for Susan Wilner Golden's STAGE (NOT AGE) in guiding marketers, companies, and individuals to an accurate stage-based view of life. Age does not determine who you are, nor how you life, so traditional, pat divisions of markets into neat, numbers-based boxes do not truly nor usefully help you understand a person, never mind a group that is growing by the thousands every day. Being a member of that older cohort, I can attest to the wild range of lifestyles, health, and personalities of older individuals now possessing wealth, health, and power to shape and enrich the world. Thank you, Ms. Golden for a clear-eyed, gripping, fact-based view into a wild new territory in consumer understanding and opportunity for those who focus on age, not stage. I received an advance copy of this book and these are my own, unbiased thoughts.
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Caroline L.
4.0 out of 5 stars Healthy lifespan - Irvine and market opportunities
Reviewed in the United States on June 19, 2022
I took a MOOC, Life 101, with a pharmacist and researcher at UC Irvine. She introduced me to the idea of healthy lifespan.

I was interested in the list of market opportunities that the author listed in the appendix for potential entrepreneurs. I live in Florida, where the market for such companies means that there are already players fulfilling those needs. For example, if you want to install a grab bar in your house, it's easy to find a local contractor who will. In addition, my parents both have virtual visits with a doctor or nurse fairly regularly about their overall health. They go to a primary care doctor in person, but the insurance company pushes additional check-ups. I received a review copy from NetGalley and have left my opinion.
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Jose Carlos Gouveia
5.0 out of 5 stars Trata-se de todo um desenvolvimento em cima de um tema, que não é bem tratado aqui no ocidente.
Reviewed in Brazil on December 9, 2022
Verified Purchase
É como se o leitor estivesse participando e assistindo aulas de um curso muito bem estruturado e que tem tem como objetivo desenvolver um tema pouco explorado.
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Cliente Amazon
4.0 out of 5 stars Oportuno e Inovador
Reviewed in Brazil on October 12, 2023
Verified Purchase
Recomendo esse livro a todos que gostam de ter uma perspectiva diferente sobre oportunidades. Nesse caso, a autora consegue pinçar uma necessidade que propicia negócios que serão necessários para um novo ciclo ou fase de vida que chega. A Longevidade como forma de entretenimento, cuidados e vida. Todo o desenvolvedor de serviços e produtos deveriam ler esse livro.
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