Immortali. Economia per nuovi highlander

Why did Gillette decide to launch a razor for men who can\’t shave themselves? And why did Allure choose to ban the word \’anti-age\’ from its magazine, risking losing advertisers in the beauty industry? Who is the target of the new sumptuous residences in the centre of the London City, equipped with health services to be envied by the best clinics on the planet? What is the average age of the largest cluster of Apple customers? And Tesla\’s customers? Are they the first, isolated, signs that something is happening to the concept of old age as we have always interpreted and narrated it? And if so, what impact does this have on the global economic and financial system? In front of us there is a scenario in which consumers will have desires to realize (and a capacity to spend) that we would never have thought to associate with the over 70s – who could live forever, as a nascent industry born from the fusion of life science and technology suggests. Only a few brands shyly start showing their interest for this rich target but they do it masking it, because they fear to damage their image, firmly convinced that they have to keep \’fresh\’ and therefore connected to young people. And those who have created ad hoc products in the past have fallen into the trap of stereotypes, of the analysis of needs rather than desires, blinded by a narrative centred on pathology and its cure rather than, for example, on pleasure and its satisfaction. As if it were a question of betting on a future whose performance is all to be proven instead of an open-air gold mine that asks nothing more to be explored.