What might you need to live a longer, more fulfilled life? Enter the longevity economy.

How companies meet older consumers' needs ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 

TODAY'S NEWS. TOMORROW'S INSIGHTS. A daily newsletter from McKinsey & Company   Edited by Belinda Yu   Editor, Atlanta Live long and prosper The news • Strike a pose. If you want to live longer, pose like a flamingo. In a recently published study, researchers asked people aged 51 to 75 to stand on one leg for ten seconds. Seven years later, those that weren't able to maintain their balance were 84% more likely to have died. Having good balance is tied to overall health. It's especially important for older people, who can become seriously injured by falling. Feeling wobbly? Practice balancing by starting small; for instance, try standing on one leg while holding onto a chair. [Axios] • Older workers welcomed. Job applicants with gaps in their resumes used to be regarded with suspicion, but nowadays, many employers host reentry programs for experienced workers who, after some time away from the workforce, are rebooting their careers. Return-to-work initiatives are gaining traction among private employers due to labor shortages and longer life spans. And public-sector employers are starting to launch programs that make reentering the workforce easier, including for previously retired workers who are charting a second act. [MarketWatch] "The 60-plus economy is worth over $22 trillion worldwide. Every business and entrepreneur should be thinking about how we can support healthy aging and longer life spans." Our insights • The longevity economy. People are living decades longer, yet we don't have the products and services to support healthy aging across longer life spans, says Stanford Graduate School of Business lecturer Susan Wilner Golden. That's the idea behind the longevity economy, which includes all of the economic activity that will sustain older lives. In the US that market is worth more than $8.6 trillion. By adapting their offerings to be multigenerational, companies can expand their customer base and help people live healthier, more purposeful lives. • Stealth features. "Big, beige, and boring" are the typical characteristics of products designed for older adults, but it doesn't have to be that way, says Golden. Introducing "stealth features" for older people makes devices and machines easier for them to use but in a way that doesn't call out the accommodations. For example, BMW has redesigned its entire dashboard, recognizing that older drivers may need bigger dials and more contrast in color, but has kept the exterior of the car the same. Discover how companies are catering to older adults. Understand older consumers Was this forwarded to you? Sign up here. Or send us feedback — we'd love to hear from you. Follow our thinking This email contains information about McKinsey's research, insights, services, or events. By opening our emails or clicking on links, you agree to our use of cookies and web tracking technology. For more information on how we use and protect your information, please review our privacy policy. You received this email because you subscribed to the On Point newsletter. Manage subscriptions | Unsubscribe Copyright © 2022 | McKinsey & Company, 3 World Trade Center, 175 Greenwich Street, New York, NY 10007