#COVID-19 will make the 60-plus generation more powerful than ever 

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The 60 crowd already controls some 80 percent of US net worth — and is poised to seize even more wealth.
NY Post photo composite

Population aging is a powerful force. By 2030 the population above age 60 will have grown so much that other generations like millennials and Gen-Z will be outnumbered by them in Europe, China, Japan and the United States. Each day, 12,000 Americans celebrate their 60th birthday; in China, 54,000; and in the world, about 210,000, according to the United Nations Population Division. The pandemic will only accelerate this trend given the predictable decline in fertility — which tends to occur whenever unemployment is high — and the shifting demographics of cases and deaths, which are trending younger as time goes by.

The 60 crowd will become very important economically for three reasons. First, they own more than half of the net worth around the world, a proportion that reaches 80 percent in the United States, according to a study by the Federal Reserve. Second, the same study concluded that the net worth of seniors is more evenly distributed than among younger age groups, and poverty rates are also lower. And third, their incomes tend to be more resilient because many of them depend on pensions or investment income, and they can do some work on the side to cover potential shortfalls.

Not all seniors are financially secure, but they tend to be less exposed to large-scale financial disruption during episodes of crisis. Moreover, there are 25 percent more women above the age of 60 than men, they tend to be much better at managing their money and making it last, and they account for a smaller percentage of COVID-related health problems and hospitalizations, mainly because they heed the advice of health authorities and they have more robust anti-viral immune responses to begin with.

The gray market is quickly becoming in vogue because ever larger proportions of seniors are enjoying life by using their income and wealth wisely to procure goods and services that enhance their experiences. Moreover, a 70-year-old nowadays lives the life of a 50-year-old in the 1980s. The pandemic has also accelerated the technological savviness of this group, and not just in the area of e-commerce. In fact, a study in the Journal of Gerontology found that use of the Internet increases cognitive functioning rather than vice versa. Myriad new applications in virtual reality, robotics, and artificial intelligence are seeking to capture a rapidly growing market. Other areas of technology will help seniors live longer and more fulfilling lives. Virtual reality can stimulate motor functions and the overall performance of the nervous system, and it can help reduce loneliness, a key problem afflicting large numbers of people at advanced ages. Artificial intelligence and robotics will also contribute to quality of life. Over the last decade, Japanese companies have invested heavily in robotics to aid with daily tasks like lifting weights, conduct physiotherapy sessions, and provide for companionship.

Both Madison Avenue and the new digital advertising behemoths occupying large office spaces on the West Side of Manhattan are beginning to take notice of the opportunities related to catering to the needs and wants of the gray consumer. “Boomers have the bucks, but advertisers don’t seem to care,” noted the AARP in a recent article.

Even so, the new buzzword in advertising circles is the “ageless” approach, emphasizing attitudes and lifestyles as opposed to age, in yet another acknowledgment that aging is not what it used to be. Politicians learned a long time ago how important this demographic is. At long last, companies are realizing that gray is the new black.

Mauro Guillén is a professor at the Wharton School, and the author of the forthcoming book, “2030: How Today’s Biggest Trends Will Collide and Reshape the Future of Everything” (St. Martin’s Press), out Tuesday.