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AARP | THOUGHT LEADERSHIP OVERVIEWMapping theLongevity Economy    Jody Holtzman    SVP Thought Leadership, AARP    @jholtz...
AARP | THOUGHT LEADERSHIPContext
Why AARP is interested in the          Longevity Economy     Because achievement of AARP’s Vision,      Mission and socia...
Our Goal     Begin a dialogue that helps establish a      common language and understanding about      the Longevity Econ...
Orientation is Key     In Washington, addressing the needs of 100      million people is called an unaffordable cost    ...
Why?                       Because:                Demographic Wave +        Over Half of all Consumer Spending =    Big M...
So What is the Definition of the        Longevity Economy?    • …. We’ll get to that…7
AARP | THOUGHT LEADERSHIPThe Longevity Wave
An additional 35+ million people over 50,          in just twenty years       US population over 50 140 120               ...
Nearly 20% of the US Population will be over                                      65 by 2030                           Thi...
AARP | THOUGHT LEADERSHIPThe 50+ and Longevity
The Challenges of Longevity      Financial insecurity: 30+% of Social Security recipients are totally       dependent on ...
The Upside of Longevity – Economic Growth,         Productivity Growth, and Prosperity        New industries (eg aging in...
How Boomers See It It’s about Living Not Aging This is the Opportunity Generation. They see and seek it everywhere This...
AARP | THOUGHT LEADERSHIPThe 50+ as Consumers
Baby Boomers (45-64) spent $2.5                                        Trillion in 2010                                   ...
Average consumer spend peaks at 45-54, but aging          baby boomers are likely to continue spending past 65            ...
The dominance of traditional companies serving these product      markets makes them ripe for innovation – now, for the 50...
AARP | THOUGHT LEADERSHIPInnovation & Strategy inthe Longevity Economy
Innovation is occurring across verticals and                 company types                           Established          ...
Companies Are Using Two Over-Arching             Strategies to Address            the Longevity Economy      Target the 5...
5 Additional Strategies      Universally designed products & services with universal       messaging      Age-targeted d...
Applying Alternative StrategiesApproach                    Example                           Impact                    App...
Applying Alternative Strategies continued…Approach                   Example                          Impact              ...
Applying Alternative Strategies continued…Approach                     Example                          Impact            ...
Although Healthcare is the largest area of innovation, unmetneeds, and therefore areas for growth and investment, exist   ...
Areas of Expected Growth (continued)  Industry              Growth Areas and Potential Investment Themes                • ...
Areas of Expected Growth (continued)    Industry             Growth Areas and Potential Investment Themes                 ...
So What is the Longevity Economy?     Working definition - The Longevity Economy encompasses:      Every dollar spent by ...
What else? A Work in Progress…     • Help us define what should be included in the       Longevity Economy        – What a...
Contribute to the definition…     • What do we have right? What do we       have wrong? Weigh in:       – Twitter: #Longev...
Applying Alternative StrategiesApproach Example Impact
Applying Alternative StrategiesApproach Example Impact
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Applying Alternative StrategiesApproach Example Impact Mapping The Longevity of the Economy

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Applying Alternative StrategiesApproach Example Impact Applicability • Nintendo Wii was • Sales to 65+ consumers designed to appeal to a & nursing homes were wide range of consumers significantly higher rather than those with than expected due to console gaming universal accessibility experience • Over half of purchasesUniversally • Apple’s iPad targeted by Boomers and olderdesigned products& services with GenX and GenYuniversal • Fastest growth among • Entertainmentmessaging • Facebook was designed women 55+ • Consumer Electronics for college students • HousewaresOr • Over 50% of business • Consumer Goods & e- incorporations by commerce sites • Legalzoom has just 1/3 of Boomers • Social NetworkingFinding the sales to Boomers • TravelLongevity • Discovered growingEconomy byaccident intergenerational play • Wizard 101, a top 200 web by parents and site designed for 7-12 year grandparents olds • Learned that largest • Zulily was designed for buyer segment are young mothers grandmothers

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