London Aging 2.0 Book Club - In Conversation with Susan Golden

Join us online on 13th February for a Q&A and discussion with Susan Wilner Golden, author of Stage (Not Age): How to Understand and Serve People Over 60–the Fastest Growing, Most Dynamic Market in the World’.

Event Details


20.00 - 21.00



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In partnership with Healthy Aging Challenge Community of Practice

Susan Wilner Golden is an expert on innovation and the unique entrepreneurial opportunities that longer lives and the growing $22 trillion longevity economy present. She teaches at the Stanford Graduate School of Business, and is the director of the dciX impact initiative at the Stanford Distinguished Careers Institute. She also serves as Mentor in Residence to the Techstars Future of Longevity Accelerator, as a thought-leadership partner with Pivotal Ventures on their caregiving innovation and investment initiatives, and an advisor to startups and companies on their longevity strategies.

The evening will begin at 8pm with a welcome from our host Julian Harcourt, introducing Susan. We’ll hear reflections from the author, followed by Q&A, after which we will open up for informal networking until 9.15pm.

About Stage Not Age

Her book Stage Not Age focuses on the $22 trillion opportunity that can only be unlocked if you rethink everything you think you know about people over 60.

In the time it takes you to read this, another twenty Americans will turn sixty-five. Ten thousand people a day are crossing that threshold, and that number will continue to grow. In fifteen years, Americans aged sixty-five and over will outnumber those under age eighteen. This change is coming: Nearly everywhere in the world, people over sixty will become the dominant population.

Demographers tend to pose the new longevity as a crisis we are not prepared for. And there are serious issues to address in order to serve this population, and society as a whole.

But longevity also presents an opportunity for which companies need to develop a strategy. Estimates put the global market for this demographic at $22 trillion across every industry you can think of: entertainment, travel, education, healthcare, housing, transportation, consumer goods and services, product design, and financial services will all benefit if they can figure out a way to serve this market.

Stage Not Age is the concise guide to helping companies understand and serve this burgeoning market by focusing on life stage, not age, and identifying the deep diversity of needs within the demographic. It will reset your understanding of what an “old person” is, help identify the systemic barriers to entering the market, and outline ways to overcome them. Best practices of companies that have successfully shifted strategies to reflect the new demographics will show how success can be achieved.

Stage Not Age prepares you for an inevitable shift you can’t ignore.

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Healthy Ageing Community of Practice

Healthy Ageing Community of Practice

The Healthy Ageing Community of Practice is a collaborative learning community for businesses, social ventures, researchers, investors and policymakers to connect and share knowledge and insights in relation to healthy ageing.


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