Why Companies Need a Longevity Strategy

Review of New Book: Stage (Not Age) by Susan Golden

Photo by Philippe Leone on Unsplash

People over 50 make over 50% of consumer spending decisions and hold 83% of US wealth. But you wouldn’t guess this if you were analysing most companies’ marketing or product development strategies. Despite the sweeping impact of one of the biggest demographic shifts the world has ever seen, with the number of 65+ soon to outnumber the under 18s, companies have seemed largely disinterested in the data flipping oldward – everywhere.

Susan Golden’s new book, Stage (Not Age), should incite more businesses to rebalance their attentions across longer lives and careers. A venture capitalist and Stanford Business School professor with a background in public health, Golden is well positioned to convincingly sell the huge, global opportunity she describes. Here’s a summary of seven suggestions she makes for everyone from established corporates to budding entrepreneurs.