Stage (Not Age): How to Understand and Serve People Over 60--The Fastest Growing, Most Dynamic Market in the World

by Susan Wilner Golden

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.

Genres: Education, Sociology

240 pages, Hardcover

Published January 1, 2022

Reviews

[Apisilp Trunganont · Rating 4 out of 5]

เป็นหนังสือที่ช่วยเปิดมุมมองใหม่เกี่ยวกับผู้สูงอายุ ถ้าคนรุ่นเรากำลังมีอายุยืนถึง 100 ปี แปลว่าโครงสร้างทางสังคมจะเปลี่ยนไปเยอะมาก และมีโอกาสทางธุรกิจที่เกิดขึ้นอีกมากมาย เป็นโอกาสที่มีคนทำน้อยอยู่ด้วย ฉบับแปลไทยของหนังสืออ่านแล้วไม่ไหลลื่นเท่าที่ควร อาจเป็นเพราะแปลแบบคำต่อคำเลย

[Steve · Rating 5 out of 5]

We all know that lifespans are longer than they used to be, but few of us understand the implications. Susan Golden helps us explore what the future might bring, and should bring, and has me rethinking the enterprises I support. Golden helped me understand that it’s not just years we are adding, but healthy years, expressed with the useful term, “healthspan.” I also resonate with other terms she suggests: “returnship” (in contrast to internship), “furtherhood,” and “unretirement.” “A big part of what used to be retirement will now be learning.” Amen.

A useful book for anyone running or helping to guide consumer businesses. I’m buying copies for two CEOs.

[Karren Hodgkins · Rating 4 out of 5]

I appreciated the opportunity to re-imagine the opportunities and implications that longevity presents. The many examples provided bring clarity to many concepts that we know but, perhaps, don't leverage to do things differently, eg what does it mean for marketers that over half of eighty-five-year-olds are well enough to live independently? (Contrast this with a stereotypical belief that over sixty-fives become dependent on others, grow frail and sickly and live on residential care. (My summary)). What does that change? The author rightly highlights what that means for our work span (a multigenerational workforce), their economic value and expectations and questions the value of words such as senior and retirement.

There are also great examples of how marketing professionals can change the focus of the strategies and campaigns such as recognising a multigenerational customer base (end user, customer and payer may vary).and so too the need to use different media and distribution channels.

I have been a marketing professional since the early eighties (and been marketing to this demographic) so became of others creating significant awareness in this area, eg: I have had the privilege to read and follow the work of Ken Dychtwaldt and Tom Peters for over 3o years so a number of the concepts are not new to me. The 'older person' is not one homogenous group but like any other demographic comprises many market sectors, the stereotyping of 'older people' which makes this group unrelatable to many. So this is useful work that adds to the conversation and I recommend it to those who are responsible for and deal directly with over sixties and to those who are looking to serve their diverse needs.

From the publisher, " Stage (Not Age) is the concise guide to helping companies understand that people over sixty are a deeply diverse population. They're travelling through different life stages and therefore want and need different products and services." "In many countries, people over sixty are the fastest-growing age group."

With thanks to #Netgalley, Harvard Business Review Press and the author for my advance reader copy in exchange for an honest review

[Julie Kreun · Rating 4 out of 5]

read the book Stage (Not Age) by Susan Wilner Golden. It was a title our library director ordered for me because it was a Big Ideas Book Discussion book. I thought it would give me insight on adult programming. However, the book was not what I expected. On the cover it says "How to understand and serve people over 60 - the fasted growing, most dynamic market in the world". Using a portion of the description inside the front cover, it says "This book helps you reset your understanding of what an "old person" is It demonstrates how three people, all seventy years old, may not even be in the same market segment. It identified the systemic barriers to entering this market and provides way to overcome them. And it shares the best practices of companies that have successfully shifted to a Stage (Not Age) mentality.

However, it also addresses resources available to people as they age. This book was very insightful.

[Louise Foerster · Rating 5 out of 5]

A standing ovation for Susan Wilner Golden's STAGE (NOT AGE) in guiding marketers, companies, and individuals to an accurate stage-based view of life. Age does not determine who you are, nor how you life, so traditional, pat divisions of markets into neat, numbers-based boxes do not truly nor usefully help you understand a person, never mind a group that is growing by the thousands every day. Being a member of that older cohort, I can attest to the wild range of lifestyles, health, and personalities of older individuals now possessing wealth, health, and power to shape and enrich the world. Thank you, Ms. Golden for a clear-eyed, gripping, fact-based view into a wild new territory in consumer understanding and opportunity for those who focus on age, not stage. I received an advance copy of this book and these are my own, unbiased thoughts.

[Nattapon Chotsisuparat · Rating 4 out of 5]

In the past, I only enjoyed reading books. But now, I've become a writer myself. Through this experience, I've come to understand that writing a book requires much more effort and time compared to simply reading one. Consequently, I've developed a greater appreciation for books.

Regarding Susan Wilner Golden's book

Stage (Not Age): How to Understand and Serve People Over 60—the Fastest Growing, Most Dynamic Market in the World

it's evident that the author dedicated extensive time to researching elderly society and its inhabitants. With people now living longer and life expectancy on the rise, there are both opportunities and challenges in this demographic. If you're interested in learning about the opportunities within the aging society, this book offers valuable insights. It's well crafted and packed with thorough information supported by research.

[Marian Beaman · Rating 5 out of 5]

Stage (Not Age) by Susan Wilner Golden is a landmark book, documenting the growing cohort of older adults in American society. Ms. Golden’s book (2022) documents the extension of life span into the eighties, nineties, and beyond as she appeals to her reading audience to pay attention to health-span as well as lifespan. This book also addresses marketing opportunities for this growing demographic, in chapters titled “The Entrepreneur’s Opportunities” and “Longevity Dividends.” The end of the book features copious notes as well as an exhaustive appendix for those interested in the research to support the author’s themes and assertions. Categorized as "education" and "sociology," this volume is a great reference for older adults interested in wellness in every stage of life and a primer for medical, financial and other providers for an aging population.

[Caroline · Rating 4 out of 5]

I was interested in the list of market opportunities that the author listed in the appendix for potential entrepreneurs. I live in Florida, where the market for such companies means that there are already players fulfilling those needs. For example, if you want to install a grab bar in your house, it's easy to find a local contractor who will. In addition, my parents both have virtual visits with a doctor or nurse fairly regularly about their overall health. They go to a primary care doctor in person, but the insurance company pushes additional check-ups. I received a review copy from NetGalley and have left my opinion.

[Bilal · Rating 2 out of 5]

People are living longer and the length of their healthy lifespans have also increased. Therefore, the traditional way of dividing a persons life into age ranges to understand their behaviours has become outdated and ineffective. The author suggests we use stages of life to understand a persons behaviour especially as customers. Well said. I agree.

But there’s not much meat beyond that argument and its obvious implications. I found the commentary and expansion repetitious, and belabouring the obvious. The contents of this book would better suit an article in HBR, than a whole book.

[Brenda Klaassen · Rating 4 out of 5]

I read this book because I thought I could do an online book discussion; but my work is conflicting with the discussion time. This book did cause me to pause and really think about how I treat people and associate with people that are not in my age group. I am suggesting to my sons that they read the book. I am going to really try to from now on to think more like what stage in life is this person in - instead of how old is this person.

[Phil Golden · Rating 4 out of 5]

I appreciated the different perspective on aging and as someone who’s worked in Seniors Housing for 35 years, agreed with many of them. I found myself jotting down notes for my next stages. I just didn’t think the writing or organization of the material was 5 stars.

[Lynda Smith · Rating 5 out of 5]

A true master class in understanding the longevity sector

[Pikileaks Lertsavetpong · Rating 5 out of 5]

Fruitful insights on business opportunities in aging economy.

[Kelly Hodgkins · Rating 5 out of 5]

Having worked in the senior market for over a decade, I was thrilled to pick up ”Stage (Not Age)” by Susan Wilner Golden to clarify the shifts we have perceived. I nodded affirmatively to each page and, before I was 20%, I was encouraging others to read it. It gives vocabulary to experiences marketers are looking to communicate about with those offering products and services to seniors, context to the changes we need to make as society and insights into how exciting, dynamic and rewarding working in this industry can be.

My book is highlighted from start to finish, and I can only highly recommend getting your own copy! Before you write it off for those who work with ”old people”, its worth noting those people are ones with buying power, more disposable income and more free time. They are also looked to for guidance on products and services, so even if your offering isn’t designed for them, consider understanding them.

Quote-worthy statements:

”Since health is improving and cognitive decline rates are falling, we must eliminate the old stereotypes of how people will age…Already well over half of people eighty-five years old are indeed able to live independently.”
“…the three-stage life of learn, earn retire, no longer holds and that the increasing healthspans decrease the importance of age in the market….Rather, it will be stage that defines what types of products and services a person will need; how they should be marketed to: who should be marketed to; and how education, work, and career will need to change.”
”A focus on stage will also cause all business sectors, including education, entertainment, clothing, travel and housing, to consider and develop a new strategy that incorporates the new longevity opportunity.”
The author unpacks how stages will replace retirement, shares ways to understand the new stages we are encountering and shares how that will look different for each business interacting with older adults (the preferred term). She highlights key ways we can leverage this knowledge to reap the rewards of better servicing a growing industry whilst combating ageism. Interspersed with case studies, this is an easy-to-follow guide and I found it an engaging read.

If you can, be sure to get this one, I’ll be looking to share it far and wide! It’s a five out of five on the enJOYment scale.

[kiyoko · Rating 4 out of 5]

What a brilliant and insightful book.

I was inspired to read this book as my mother’s birthday had just passed. I was excited to find out how I could support her (& other older individuals) better in this stage of life, and I was not disappointed!

I learnt so much about the different life stages & marketing towards them, plus also finding new ways to inspire my parents to live a more purposeful & enriched life.

I’m excited to build something meaningful for people of all ages.