The Longevity Economy
Unlocking the World's Fastest-Growing, Most Misunderstood Market
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Narrated by:
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Kiff VandenHeuvel
About this listen
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.
PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.
©2017 Joseph F. Coughlin (P)2017 Hachette AudioListeners also enjoyed...
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Critic reviews
"Joe Coughlin has proven that the time has come to create a new narrative of possibility in old age. In The Longevity Economy, he not only defines that better narrative - he shows businesses how to lead in creating it and how to profit from the opportunities it provides." (Jo Ann Jenkins, CEO, AARP)
"Joe Coughlin has done a terrific job exploding "old age" as a concept. The magnificent result - at once forward-looking, hilariously irreverent, and engaging - serves as an indispensable road map for how to take full advantage of life's ever-lengthening third act. As I've found among the world's longest-lived people, celebrating older people is a key ingredient. The Longevity Economy shows us how to harness the skills of the wisest people among us and help them - and everyone around them - live longer." (Dan Buettner, National Geographic fellow and author of The Blue Zones)
This book is classic Coughlin, complete with real-life examples too big to ignore and too interesting to forget. The Longevity Economy doesn't just make you rethink the role of consumer insights and trends, it forces you to re-imagine their impact." (Stephanie Linnartz, Marriott International Global Chief Commercial Officer)
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A Bigger Prize
- How We Can Do Better Than the Competition
- By: Margaret Heffernan
- Narrated by: Margaret Heffernan
- Length: 15 hrs and 48 mins
- Unabridged
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From the cranberry bogs of Massachusetts to the classrooms of Singapore and Finland, from tiny start-ups to global engineering firms and beloved American organizations like Ocean Spray, Eileen Fisher, Gore, and Boston Scientific, Heffernan discovers ways of living and working that foster creativity, spark innovation, reinforce our social fabric, and feel so much better than winning.
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Margaret Heffernan is brilliant!
- By Eric Willingham on 06-09-16
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Startup Rising
- The Entrepreneurial Revolution Remaking the Middle East
- By: Christopher M. Schroeder
- Narrated by: Christopher M. Schroeder
- Length: 7 hrs and 24 mins
- Unabridged
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Despite the world's elation at the Arab Spring, shockingly little has changed politically in the Middle East; even frontliners Egypt and Tunisia continue to suffer repression, fixed elections, and bombings, while Syria descends into civil war. But in the midst of it all, a quieter revolution has begun to emerge, one that might ultimately do more to change the face of the region: Entrepreneurship.
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Inspiring stories
- By Raafat Zaini on 02-13-15
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The Nordic Theory of Everything
- In Search of a Better Life
- By: Anu Partanen
- Narrated by: Abby Craden
- Length: 10 hrs and 28 mins
- Unabridged
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Moving to America in 2008, Finnish journalist Anu Partanen quickly went from confident, successful professional to wary, self-doubting mess. She found that navigating the basics of everyday life - from buying a cell phone and filing taxes to education and childcare - was much more complicated and stressful than anything she encountered in her homeland. At first she attributed her crippling anxiety to the difficulty of adapting to a freewheeling new culture. But as she got to know Americans better, she discovered they shared her deep apprehension.
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A non-radical perspective on two societies
- By kwdayboise (Kim Day) on 06-20-17
By: Anu Partanen
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The Complacent Class
- The Self-Defeating Quest for the American Dream
- By: Tyler Cowen
- Narrated by: Walter Dixon
- Length: 7 hrs and 39 mins
- Unabridged
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Since Alexis de Tocqueville, restlessness has been accepted as a signature American trait. Our willingness to move, take risks, and adapt to change have produced a dynamic economy and a tradition of innovation from Ben Franklin to Steve Jobs. The problem, according to legendary blogger, economist, and best-selling author Tyler Cowen, is that Americans today have broken from this tradition - we're working harder than ever to avoid change.
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MUST READ
- By RJW on 05-06-17
By: Tyler Cowen
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The Up Side of Down
- Why Failing Well Is the Key to Success
- By: Megan McArdle
- Narrated by: Mia Barron
- Length: 10 hrs and 38 mins
- Unabridged
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Most new products fail. So do most small businesses. And most of us, if we are honest, have experienced a major setback in our personal or professional lives. So what determines who will bounce back and follow up with a home run? If you want to succeed in business and in life, Megan McArdle argues in this hugely thought-provoking book, you have to learn how to harness the power of failure. McArdle has been one of our most popular business bloggers for more than a decade, covering the rise and fall of some the world' s top companies and challenging us to think differently about how we live, learn, and work.
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Good Book
- By Ray on 05-21-14
By: Megan McArdle
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Data-ism
- The Revolution Transforming Decision Making, Consumer Behavior, and Almost Everything Else
- By: Steve Lohr
- Narrated by: Steve Lohr
- Length: 6 hrs and 33 mins
- Unabridged
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Coal, iron ore, and oil were the key productive assets that fueled the Industrial Revolution. Today data is the vital raw material of the information economy. The explosive abundance of this digital asset, more than doubling every two years, is creating a new world of opportunity and challenge. Data-ism is about this next phase, in which vast, Internet-scale data sets are used for discovery and prediction in virtually every field. It is a journey across this emerging world with people, illuminating narrative examples, and insights.
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More business case than serious analysis
- By Godfried Gubbels on 06-03-15
By: Steve Lohr
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Upside
- Profiting from the Profound Demographic Shifts Ahead
- By: Kenneth W. Gronbach, M.J. Moye, John Zogby - foreword
- Narrated by: Tom Parks
- Length: 7 hrs and 43 mins
- Unabridged
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Demographics not only define who we are, where we live, and how our numbers change. For those who can read beyond the raw figures, they open up hidden business opportunities that lie ahead. What will happen when retiring Boomers free up jobs? How will Generation Y alter supermarkets? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population declines? Upside puts this powerful yet little-understood science to work finding answers.
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Needs rework to become an audio-book
- By Kristofer Jarl on 11-18-20
By: Kenneth W. Gronbach, and others
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Willful Blindness
- Why We Ignore the Obvious at Our Peril
- By: Margaret Heffernan
- Narrated by: Margaret Heffernan
- Length: 11 hrs and 2 mins
- Unabridged
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Margaret Heffernan argues that the biggest threats and dangers we face are the ones we don't see - not because they're secret or invisible, but because we're willfully blind. A distinguished businesswoman and writer, she examines the phenomenon and traces its imprint in our private and working lives, and within governments and organizations, and asks: What makes us prefer ignorance? What are we so afraid of? Why do some people see more than others? And how can we change?
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How Not to Be the Blind Leading the Blind
- By Cynthia on 06-29-13
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Who’s Your City?
- How the Creative Economy Is Making Where to Live the Most Important Decision of Your Life
- By: Richard Florida
- Narrated by: Mark Boyett
- Length: 8 hrs and 52 mins
- Unabridged
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All places are not created equal. In this groundbreaking book, Richard Florida shows that where we live is increasingly a crucial factor in our lives, one that fundamentally affects our professional and personal prospects. As well as explaining why place matters now more than ever, Who's Your City? provides indispensable tools to help you choose the right place for you.
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Disappointing
- By Mimi Routh on 08-08-10
By: Richard Florida
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Risky Is the New Safe
- By: Randy Gage
- Narrated by: Randy Gage
- Length: 4 hrs and 46 mins
- Unabridged
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Risky Is the New Safe is a different kind of book for a different kind of thinking - a thought-provoking manifesto for risk takers. It will challenge you to think laterally, question premises, and be a contrarian. Disruptive technology, accelerating speed of change, and economic upheaval are changing the game. The same tired, old conventional thinking won’t get you to success today. Risky Is the New Safe will change the way you look at everything!
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Very Enjoyable
- By Michael on 04-19-13
By: Randy Gage
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Small Giants
- Companies That Choose to Be Great Instead of Big, 10th Anniversary Edition
- By: Bo Burlingham
- Narrated by: Bo Burlingham, Sean Pratt
- Length: 10 hrs and 47 mins
- Unabridged
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It's an axiom of business that great companies grow their revenues and profits year after year. Yet quietly, under the radar, a small number of companies have rejected the pressure of endless growth to focus on more satisfying business goals. Goals like being great at what they do, creating a great place to work, providing great customer service, making great contributions to their communities, and finding great ways to lead their lives. In Small Giants, veteran journalist Bo Burlingham takes us deep inside 14 such remarkable companies.
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fantastic book for small company builders
- By Amazon Customer on 08-01-17
By: Bo Burlingham
What listeners say about The Longevity Economy
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Tokyo customer
- 07-01-21
Great insight on the senior generation
The book gives a good insight on the senior generation that was either not so well known or misunderstood by the younger generation. A great place to start if you are considering to start a business or working in companies targeting the older audience.
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- MQD
- 02-20-23
bravo
A must read if the Longevity Economy is of any interest at all. Well written, fascinating, inspiring, and will be a kick in the b**t to get on with being a part of this great wave, brought on by the world changing Baby Boomer!
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- VerdereC
- 03-14-18
What does a growing older pop. mean? Read it here
By 2023, retirees will out number children and this book provides great insights into what this world will look like...time well spent..
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- RyanTanaka3
- 07-27-19
Fantastic
Loved the book. Not sure why more businesses and society are not more attentive with regards to our aging population.
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- Andrea
- 07-22-18
thought provoking!
Shifts my thoughts and perceptions on aging from an organizational perspective yet aligns complete with my personal outlook on how I wish to age
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- Corinne Peck
- 08-23-19
fantastic overview of market
wonderful overview of market. helps you think about the population in a new way. great read.
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- Whitney Garcia
- 05-05-20
Excellent explanation of our outdated narrative on aging
This book relays how historial events, policies, beliefs, and businesses have played into what is now a tired and even ridiculous view of what “being old” means, particularly being “retired”. The examples, stories, and facts and figures of this book create explanations and pose important challenges about our old age narrative. It emphasizes how companies and their products, as well as individuals, can and must reevaluate paradigms in order to not completely miss the boat in the longevity economy, meaning, fail in their attempts to market products and fail in contributing to the elimination of ageism which impacts us all.
Well-done! I learned a ton and am inspired.
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- Dennis Normile
- 11-17-23
Lightweight Handling of Important Subject
I found the author’s arguments superficial and unconvincing. Anyone with an introductory level understanding of global demographics does not need to bother with this book.
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- Kieran Wong
- 05-10-19
Interesting but painful to listen to!
The narrator seems to end EVERY sentence with an exclamation point. And the subject matter is all about how it ISN’T rather than how it should be.
Getting yelled at with a series of problems in our society is not enjoyable, or enlightening.
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- Frank
- 01-05-20
A book by Boomers for Boomers.
Hardcover
I really, really tried to get through the audible book. As a Gen Xer, I have had the opportunity of observing Baby Boomers my entire life while not being part of them. I have gained such an acute sense from my observations over 50 years that I have developed what I like to call the Boomer Sense (BS). Well, my BS detector was pegged high while listening to this. So much so that I had to stop listening. It was like listening to my incoherent and reality challenged Uncle rant and ramble about the good old days. Although it does cite facts, it cherry picks the successes of the 20th Century as all due to the Boomers, while taking no accountability for the failures. For decades we have witnessed massive declines in wealth, record debt, collapse of morals, and decay of our institutions. It is just not coming from a fair or unbiased viewpoint.
It also completely ignores the fact the older people just dont make as much or spend as much (on a macro level) as they age. Their families are out of the house, many have lost their retirements, they are worried about healthcare, and they are downsizing and scaling back. To suggest they will be a "disruptive" force in the economy going forward is delusional and not rooted in reality.
This book is half cognitive dissonance and half of the Boomers ultimate denial of their own mortality.
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3 people found this helpful