STAGE (Not Age): How to Understand and Serve People Over 60–The Fastest Growing, Most Dynamic Market in the World by Susan Wilner Golden
People over 60 are the fastest growing age group. Traditional sales and marketing has focused on the age of this segment. The author challenges this approach.
This book is a call to action to replace the idea of “retirement” and replace it with an understanding the multi-stage life. For example, entrepreneurs, caregivers, and students, exist in every decade of adult life.
Key points for business:
- Do not lump customers into one age bracket.
- Aim for a multigenerational customer base.
- Aim for extending healthspan (quality of life), not just lifespan (more years).
- Consider who is making the purchasing decision, not just who will use the product or service.
- Change ageist words and images of older adults in your marketing strategies.