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What Retirees Want

A Holistic View of Life's Third Age

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What Retirees Want

By: Ken Dychtwald PhD, Robert Morison
Narrated by: L.J. Ganser
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About this listen

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 percent 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, PhD, and author and consultant Robert Morison. This entertaining, thought-provoking, and wide-ranging book explains how individuals, businesses, nonprofits, 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.

©2020 Ken Dychtwald and Robert Morison (P)2020 Gildan Media Consumer Behavior & Market Research Marketing & Sales Personal Finance Marketing Government

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Most relevant
Being on the latter edge of the boomers and beginning of the gen-x, stopping working has revealed some things I thought I might not feel. I feel forgotten and useless at times. I do however find it astonishing that the capitalists of the world are missing out on the experience, soft skills and 10s of trillions of hours of time available in the new retirees generation. This book lays out all the areas of opportunity as well as the possibilities.

The Age Wave is coming

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