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

Dychtwald and Morison's book "What Retirees Want" offers a re-think of aging and retirement, emphasizing the needs and demands of the Baby Boomer generation. It explores how the aging of the Baby Boomers will transform work, family, and retirement, and presents solutions for individuals, businesses, non-profits, and governments to prepare for this new era.

Format: Paperback / softback
Length: 320 pages
Publication date: 27 December 2021
Publisher: John Wiley & Sons Inc

Dychtwald and Morison present a thought-provoking and compelling perspective on the evolving meanings of aging and retirement in today's world. They urge us to embrace this transformative era and actively contribute to the mobilization of the remarkable potential of the Boomer Third Agers. This shift is driven by remarkable medical, demographic, and economic advancements, resulting in an unprecedented longevity revolution.

Consumers aged 50 and above now account for over half of all spending and hold more than 70% of the total net worth in the world. However, these valuable segments are often overlooked by youth-focused marketers. As the global population continues to age, the question arises: how will work, family, and retirement adapt to accommodate two billion people over the age of 60 worldwide?

In the coming years, we can expect to witness explosive business growth fueled by this unprecedented longevity revolution. The book "What Retirees Want" is the culmination of 30 years of research by renowned Age Wave expert Ken Dychtwald, Ph.D., and author and consultant Robert Morison. It delves into the profound implications of the aging of the Baby Boomers, shaping our lives, businesses, government programs, and the consumer marketplace.

This new stage of life, the Third Age, presents us with challenging questions. How will our perception of old change as longevity advances continue? Traditional life-stage markers and boundaries will need to be reevaluated. What innovative products and services will emerge as a result of this longevity revolution? Additionally, it highlights the harmful effects of unconscious ageist marketing practices and the potential barriers they create for both individuals and business growth.

Dychtwald and Morison offer valuable insights and strategies for navigating this evolving landscape. They encourage us to challenge ageist stereotypes and promote inclusive practices that value the contributions of all age groups. By embracing the opportunities presented by the Third Age, we can create a more vibrant and inclusive society where everyone can thrive and contribute to their full potential.

In conclusion, Dychtwald and Morison's perspective on aging and retirement is a call to action. We must reimagine what these stages of life mean and embrace the opportunities they bring. By mobilizing the strengths and expertise of the Boomer Third Agers, we can shape a future where aging is celebrated, and retirement is a fulfilling and meaningful phase of life. Let us work together to create a world where longevity is embraced, and everyone has the opportunity to live a fulfilling and enriching life.

Weight: 404g
Dimension: 154 x 228 x 24 (mm)
ISBN-13: 9781119846734