This recommendation is currently available in English.
About the book
Joseph F. Coughlin shows how businesses underestimate older consumers and miss opportunities to design better products, services and experiences for longer lives.
Older adults are diverse, aspirational consumers—not a single segment defined by decline or care needs.
The big idea
The longevity economy rewards organizations that design for aspiration, usability and the realities of a multi-generational market.
- Unlearn
- Reject stereotypes
- Listen
- Research with people
- Design
- Create for all ages
Four ideas to remember
Unlearn
Reject stereotypes
Replace age-based assumptions with evidence about real needs and aspirations.
Stereotypes hide demand.Listen
Research with people
Include older users in discovery, testing and decision-making.
Co-creation reveals opportunity.Design
Create for all ages
Build intuitive, attractive solutions without stigmatizing labels.
Good design is ageless.Innovate
Serve longer lives
Rethink housing, mobility, finance, health, work and connection.
Longevity creates new categories.Key takeaway
The greatest longevity opportunities come from aspirations, not deficits.
Why it matters
Age-biased design excludes a large market and produces worse experiences for everyone.
The result
More inclusive products and durable growth in a changing market.
Original slides
Download the original material supplied by the client.
