QRCA Views Magazine, Winter 2018

Qualitative Research Consultants Association 41 equity-loan-priced hairdryer that they make, for instance, is exceedingly light for that older woman who wants to dry her hair and be able to get her arm around the back of her head and up and around up high. So, that’s a great example. In terms of designing of spaces, I think that the work that we did with CVS is inspiring. No one knows that that store was made for an aging population, the aisles were wider and the shelves were lower and the signage was made high contrast, and now there’s a place to put a purse at the cash register. And guess what, the mother with a child or the gen- tleman going through wanting to find something quickly now appreciates it because it was made age ready and so, therefore, it made it easier for all. Kay: I have one last question, and it’s back to something you said in your book about how the sharing economy is being embraced by older people. Would you talk a little bit about that please? Joe: While the sharing economy—the Ubers, Blue Aprons, and essentially life on demand—appears to be designed and developed by the young Millennials, the older Boomers and the Silent Generation like it too because it provides easiness of use. It provides convenience. It’s on demand. It’s to the door. What we have found in the lab, and we did a regional experiment here in the Boston area, finding that it may be cheap- er for you to stay in your home aging in place using the vast variety of services that you could have brought to the door than going into assisted living or many of the aging services facilities and residences that are out there. What we’re really excit- ed about is that the convergence of the Internet of things and the sharing econo- my is transforming the home as a place into a platform for services that will make it connected and convenient for the young, but also provide care both for the caregiver and the care recipient. Kay: All of this innovation is being driven by older people because we are now such a large part of the economy. Joe: Yeah. As I write in the book The Longevity Economy, it’s the new old age. [Those who are] 60+ alone are the third largest gross domestic product in the world. So, United States, China, and the 60+, and here in the United States the 50+ make up 70% of the buying power. This is not your grandfather’s old age. Kay: Great. Thank you so much. Joe: Thank you. Take care now.