Overview

The $21 trillion opportunity that can only be unlocked 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. This change is coming: Nearly everywhere in the world, people over sixty will become the dominant population. Demographers tend to pose the new longevity as a crisis we are not prepared for. And there are serious issues to address in order to serve this population, and society as a whole. But longevity also presents an opportunity for which companies need to develop a strategy. Estimates put the global market for this demographic at $21 trillion across every industry you can think of: entertainment, travel, education, healthcare, housing, transportation, consumer goods and services, product design, and financial services will all benefit if they can figure out a way to serve this market. Stage (Not Age) is the concise guide to helping companies understand and serve this burgeoning market by focusing on life stage, not age, and identifying the deep diversity of needs within the demographic. It will reset your understanding of what an old person is, help identify the systemic barriers to entering the market, and outline ways to overcome them. Best practices of companies that have successfully shifted strategies to reflect the new demographics will show how success can be achieved. Stage (Not Age) prepares you for an inevitable shift you can't ignore.

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Susan Wilner Golden is the director of dciX, which is part of the Stanford Distinguished Careers Institute (DCI). dciX initiatives engage experienced professionals to focus the next chapter of their lives on building innovations for both social and economic impact. She also leads the Longevity Innovations Special Interest Group, an idea and project accelerator, in partnership with the Stanford Center on Longevity, where she's been a visiting scholar and Fellow since 2017. Golden is the founder of Golden Health Innovations, where she advises startups in the longevity space. Previously, she was a partner at Schroder Ventures, specializing in life sciences and health care investments. She was also a partner in the Silicon Valley Social Venture Fund. Golden has served on the Board of Dean's Advisors for the Harvard Chan School of Public Health, worked at Genentech, and was an assistant professor of public health at Boston University Medical School. She received her doctorate from the Harvard School of Public Health and attended the Harvard Business School Program for Management Development. Petrea Burchard grew up in northern Illinois, where farm meets university, making her a townie with a love for animals, nature, and books. She started reading as soon as she figured out how and has been an actor since she could get anyone to pay attention. Petrea's stage experience covers everything from Second City comedy to Shakespeare, and her resume includes television, film, and voice-over work. Petrea earned a bachelor's degree in creative writing with a double minor in theater and French. Along with numerous articles and short stories she has published a time-slip novel, Camelot & Vine, and a book of comic essays, Act As If: Stumbling Through Hollywood with Headshot in Hand, about being a journeyman actor in Hollywood. When she's not narrating audiobooks in her Los Angeles home studio, Petrea loves to travel. But a hike in the mountains with her husband and their pit bull, Melly, is as good as a weekend in Paris.

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