The aging consumer

Roughly 45 million Americans are currently past 65, and projections suggest that by 2020 one in six Americans will be 65 or older. This is not unique to the United States: the same demographic shift has unfolded in rich and poor nations alike since the Industrial Revolution.

Contributors from several fields combine economic and psychological research to explain how older people act as consumers, weigh their options, and make purchasing choices in the marketplace.

The collection reviews what researchers currently understand, highlights gaps and unresolved questions, and lays out a plan for future study. Its scope runs from individual shoppers to broader societal considerations.