Tech brands should enhance their focus on the 50-plus audience

Elana Morris

AARP Innovation Labs, a startup incubator at non-profit AARP, is responding to the needs of older consumers by investing in problem-solving tech for this audience.

Older consumers control more than $9 trillion of the US economy – in relative terms, a GDP amount equal to that of the third largest country in the world. But their needs are often unmet by tech brands and startups that focus primarily on younger audiences.

To solve this discrepancy, an incubator run by AARP, the non-profit advocating for consumers over 50 years of age, is working with start-ups that devote time and resources to solving problems specific to older consumers. The result is a host of technologies that present pragmatic and essential solutions to the retired population.

“We're trying...

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