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Hacking Longevity

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The Business of Aging set out to do a signature study on understanding how three generations of adults are approaching increased longevity. The study was coordinated in partnership with Collaborata, a new research platform for “crowd funding” large research projects.

The objectives of the Hacking Longevity were:  

  • Identify changes in life-stage patterns

  • Understand the implications of increased longevity on families, their structure and behavior (and their planning for longer lives)

  • Explore challenges and issues when it comes to the workplace, housing, finances, education, and particularly leisure/person fulfillment

  • Gather insights on late-in-life planning, including giving, legacy, housing, end of life

The study design included 12 focus groups across three generational cohorts in two US markets in the Fall of 2017. This was followed by a survey in January of 2108 of 2100 people in three generations ages 33-85 who fall into these generational cohorts. Generation X (born 1965-1984), Baby Boom (born 1946-1964) and the Silent Generation (born 1925-1945). The study concluded with 12 ethnographic interviews across all three generational cohorts in two different US markets. 

Through the Collaborata platform, research sponsors include: AARP, GreatCall, Proctor & Gamble Ventures; and Wells Fargo Advisors.


For more about Collaborata, visit

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