The business opportunity of longevity

Abstract

The global population is rapidly ageing and older people are experiencing physiological behaviors that affects what and how they buy. During the next 10/20 years older consumers will be a relevant driver of purchasing expenditure in USA and Europe and China has the fastest growing population of ageing people. As longevity requires new thinking, the authors’ compare the demand of products/services required by ageing consumers and the related offer to propose a possible positioning borderline between ageing consumers and companies, evaluating how and if the latter respond to the ANAs (Abilities, Necessities, Aspirations) of consumers with ageing friendly products/services. Analyzing the reasons why there are frequent dissonances between ANAs of ageing consumers and marketers for ageing, the authors have identified possible routes of convergence between the two stakeholders in the recognizing/identifying/pathos patterns among them to understand the challenges and opportunities of longevity and emerging generational lifestyles to promote innovation.