"Dychtwald and Morison offer a brilliant and convincing
perspective: an essential re-think of what 'aging' and 'retirement'
mean today and an invitation to help mobilize the best in the tidal
wave of Boomer Third Agers." --Daniel Goleman, PhD, Author,
Emotional Intelligence: Why It Can Matter More Than IQ Throughout
99 percent of human history, life expectancy at birth was less than
18 years. Few people had a chance to age. Today, thanks to
extraordinary medical, demographic, and economic shifts, most of us
expect to live long lives. Consequently, the world is witnessing a
powerful new version of retirement, driven by the power and needs
of the Baby Boomer generation. Consumers over age 50 account for
more than half of all spending and control more than 70% of our
total net worth - yet are largely ignored by youth-focused
marketers. How will work, family, and retirement be transformed to
accommodate two billion people over the age of 60 worldwide? In the
coming years, we'll see explosive business growth fueled by this
unprecedented longevity revolution. What Retirees Want presents the
culmination of 30 years of research by world-famous "Age Wave"
expert Ken Dychtwald, Ph.D., and author and consultant Robert
Morison. It explains how the aging of the Baby Boomers will forever
change our lives, businesses, government programs, and the consumer
marketplace. This exciting new stage of life, the "Third Age,"
poses daunting questions: What will "old" look like in the years
ahead? With continued advances in longevity, all of the traditional
life-stage markers and boundaries will need to be adjusted. What
new products and services will boom as a result of this coming
longevity revolution? What unconscious ageist marketing practices
are hurting people - and business growth? Will the majority of
elder boomers outlive their pensions and retirement savings and how
can this financial disaster be prevented? What incredible new
technologies of medicine, life extension, and human enhancement
await us in the near future? What purposeful new roles can we
create for elder boomers so that the aging nations of the Americas,
Europe, and Asia capitalize on the upsides of aging? Which
pioneering organizations and companies worldwide have created
marketing strategies and programs that resonate with the quirky and
demanding Boomer generation? In this entertaining,
thought-provoking, and wide-ranging book, Dychtwald and Morison
explain how individuals, businesses, non-profits, and governments
can best prepare for a new era - where the needs and demands of the
"Third Age" will set the lifestyle, health, social, marketplace,
and political priorities of generations to come.
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