Brief Overview of AARP Health Innovation@50+ program to open Health 2.0's first Traction Startup Championship.

1. HEALTH
INNOVATION
FRONTIERS
UNTAPPED MARKET OPPORTUNITIES FOR THE 50+
Jeffrey Makowka
Senior Strategic Advisor
Thought Leadership
@jmakowka
#innovation50

2. THE VISION
AARP’s vision is to stimulate innovation and entrepreneurship in the market
place around breakthrough products, experiences, and business models for
health technologies benefiting the 50+.
At AARP we are collaborating with the industry in the following areas::
 MARKET OUTREACH: Raising awareness of the market opportunity, needs,
and wants of the 50+
 MARKET DEVELOPMENT: Influencing ecosystem development for consumer
centric health tech for the 50+
 INNOVATION SHOWCASE: Creating platforms for showcasing innovative
technologies
 MEMBER INVOLVEMENT: Engaging AARP members in providing early
feedback on emerging trends and innovation
More info: http://www.aarp.org/innovation50plus

3. THE BOOMER ECONOMY
Much has been written about the Baby Boomer Generation and for good reason. They are the largest generation in
American history and are simply too valuable to ignore. We will highlight the facts that demonstrate that boomers have
the most and spend the most, that they are more tech savvy and more marketing-friendly than believed.
The 50+ segment
consists of close to
100 million
consumers
and accounts for nearly
$230 billion
in sales for consumer
packaged goods.
49%
of total sales
+34%
+12%
50%
of adult
population
Between now and 2030, the 18-49 segment is
expected to grow +12%, while the 50+ segment
will expand +34%. BECOMING
BOOMERS
are the most marketing-friendly
generation in U.S. history. They:
WHAT’S MORE
they stand to inherit
$15 trillion
in the next 20 years
50% 70%
• represent one-third of all online
and social media users
• have and spend the most money
• stand to inherit even more
In five years, nearly
50% of the U.S.
population will be 50+
and they will control
70% of the country’s
disposable income.

4. NINE AREAS OF OPPORTUNITY
These areas of the healthy living market represent the best investment opportunities for break-through technologies,
innovative products, and disruptive services. Together, AARP is confident that they represent the potential adoption of
new products and services for over 100 million people and an opportunity for as high as $20 billion in revenue by
2018. Want to know more? Let’s go.

5. 5

6. The 50+ market continues to grow at the pace of the
digital health and wellness market
2010 2011 2012 2013
Total Funding
$0.56B
$1.05B
$0.77B
$1.51B
$0.93B
$2.22B
$1.48B
$2.79B
Digital Health & Wellness Market 50+ Market
6

7. Health Innovation Frontiers 2.0!
http://goo.gl/YfWb6U

8. Other Resources for Innovators
and Investors
• www.aarp.org/innovation50plus
• www.aarp.org/50plusinsights
• @jmakowka
• @AARPInnovation
• #innovation50