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What Retirees Want: A Holistic View of Life’s Third Age

What Retirees Want: A Holistic View of Life’s Third Age

By Ken Dychtwald, PhD, and Robert Morison

Through 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% 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.

Category: Publications Tags: Ken Dychtwald, Robert Morison
  • Description
  • Reviews (4)

Description

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. It explains how the aging of the Baby Boomers will forever change our lives, businesses, government programs, and the consumer marketplace. This exciting new stage of life, the “Third Age,” poses daunting questions:

  • What will “old” look like in the years ahead? With continued advances in longevity, all of the traditional lifestage markers and boundaries will need to be adjusted.
  • What new products and services will boom as a result of this coming longevity revolution?
  • What unconscious ageist marketing practices are hurting people – and business growth?
  • Will the majority of elder boomers outlive their pensions and retirement savings and how can this financial disaster be prevented?
  • What incredible new technologies of medicine, life extension, and human enhancement await us in the near future?
  • What purposeful new roles can we create for elder boomers so that the aging nations of the Americas, Europe, and
  • Asia capitalize on the upsides of aging?
  • Which pioneering organizations and companies worldwide have created marketing strategies and programs that resonate with the quirky and demanding Boomer generation?

In this entertaining, thought-provoking and wide-ranging book, Dychtwald and Morison explain how individuals, businesses, non-profits 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.

Reviews

  1. Peter H. Diamandis, MD, Founder, XPRIZE, and author, Abundance: The Future Is Better Than You Think – January 25, 2021

    Dychtwald and Morison have changed the way I view the future. In this prescient book, their analysis of rising longevity and aging demographics is critical for any business, not-for-profit, or government leader who wants to understand the massive changes and new opportunities that will affect every aspect of our lives and every industry on Earth.

  2. Thomas Donohue, CEO, United States Chamber of Commerce – January 25, 2021

    Dr. Ken Dychtwald is one of America’s foremost experts on aging and longevity. In What Retirees Want, Ken and Robert Morison provide fascinating insights into what a world with a billion people over age 60 will look like—its impact on society, business, politics, health care, and the marketplace. Anyone who reads this book will better understand how to capitalize on the new opportunities and challenges brought by the revolutionary age wave.

  3. Stephanie Fischer, President and CEO, Global Retail Marketing Association – January 25, 2021

    ‘Enough with the big button phones.’ That quote from What Retirees Want says it all about this great new book from Ken Dychtwald and Robert Morison. Together they paint a vibrant picture of today’s new ‘retirees’ that is as entertaining as it is relevant. Fierce advocates for the value that older men and women can still contribute as both workers and customers, the authors challenge the age-related myths and prejudices that are pervasive in modern marketing. It’s time to reframe how we think about, portray, and treat the growing cohort of retirees, and this thoughtful and important book shows us both why and how.

  4. Maria Shriver, Journalist, Author, and Activist, Former First Lady of California, and Founder, The Women’s Alzheimer’s Movement – January 25, 2021

    What Retirees Want is a dazzling must read! Every aspect of our lives will adjust to make room for what Dychtwald and Morison call the ‘Third Age.’ They provide an incomparable guide to help us all understand the challenges and opportunities of a new generation of retirees and how they can live longer, more productive and purposeful lives. And with women outliving men, this book offers a fresh and needed perspective on a wide range of hopeful action steps to improve both women’s and men’s life journeys.

Only logged in customers who have purchased this product may leave a review.

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About AgeWave

Age Wave is the nation’s foremost thought leader on issues relating to an aging population, with great expertise in the profound business, social, healthcare, financial, workforce and cultural implications. Under the leadership of Founder/CEO Dr. Ken Dychtwald, Age Wave has a unique understanding of the body, mind, hopes and demands of new generations of maturing consumers and workers and their expectations, attitudes, hopes, and fears regarding retirement.

Contact us at (510) 899-4000.

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