The aging market: Tips to engage and support an evolving consumer by Martyn Bryson, Larissa Long and Sydney Murphy, MS

Aging looks a lot different today than it did even 20 years ago. As more people live longer, many older adults are working past retirement age and staying active, productive, social and purposeful in their later years. How can we, as active-aging professionals, promote healthy longevity and foster wellness in life's various dimensions for all in this expanding life stage? And how can we, as a society, better meet the needs of today's aging adults and support their potential to grow, participate and engage fully in life? In this article, experts discuss pillars for living well throughout the lifespan, ideas for rethinking aging and pointers for marketing that aligns better with this diverse market.