by Laurie M. Orlov
Moving from niche market to the way things should work. In January, 2011, the first baby boomers began turning 65. Surprise — marketers noticed. One day you look around a pharmacy like CVS and the store has better lighting and more chairs. Then Amazon launches a website that leads with adult diapers. Oops. Make that Active & Healthy Living. AARP introduced the RealPad in 2014, arguably on the late side, as consumer tablets go and have gone. The organization’s Health Innovation@50+ team has estimated the opportunity for 100 million people aged 50+ to be $2.7 trillion and dubbed the related businesses as the Longevity Network.