Sarah Jacobson, MBA ’21: Reimagine Aging | Summary and Q&A

TL;DR

The speaker discusses the misconceptions about aging, the need for products and services for older adults, and opportunities in the aging space.

Key Insights

• 🤕 Life expectancy has increased, and retirement can last for 20-30 years, creating a significant market opportunity in the aging space.
• 👯 Building products and services for people over 65 is essential as they have unique needs and preferences.
• 🧓 Older adults control a vast amount of wealth and consumer spending, yet only a small percentage of marketing budgets target this demographic.

Transcript

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Questions & Answers

Q: Why is it important to build products and services for people over 65?

Building specific products for this demographic is essential because older adults have unique needs and preferences that are often overlooked by businesses. By catering to their needs, we can tap into a large market and improve their quality of life.

Q: What are the areas of opportunity in the aging space?

The speaker highlights three areas of opportunity: affording retirement, helping people age in place, and helping people find purpose. These areas require innovative solutions for financial security, home safety and accessibility, and creating meaningful experiences for older adults.

Q: How do current government programs fall short in supporting retirement?

While programs like Social Security and Medicare exist, they are not sufficient to cover the costs of healthcare and ensure comfortable retirement. For example, under Medicare, individuals still need to pay 20% of their healthcare costs, which can be unaffordable. There is a need for new products and services that address these financial challenges.

Q: How can businesses change the way they market to older adults?

Businesses should avoid viewing older adults as a monolithic demographic and instead recognize the diversity within this group. Tailoring products, marketing strategies, and communication to match the unique needs and aspirations of older adults will lead to greater success.

Summary & Key Takeaways

• The speaker shares the story of her 82-year-old grandpa and his 79-year-old girlfriend, highlighting that aging is not what people expect it to be.

• Aging is a new concept, with life expectancy increasing, and retirement lasting for 20-30 years.

• Businesses are falling short in catering to the needs of older adults, who have significant control over wealth and consumer spending.