LONGEVITY 2036
Over-60s spend $34 trillion. BBL and cosmetic Botox excluded.
Key figures
Over-60s consumer spending 2026: $19 trillion, 27% of all consumer spending worldwide.
Over-60s consumer spending by 2036: $34 trillion, my call.
Products and services built for older adults: $4.5 trillion today, $9 trillion by 2036 at 7% a year.
People aged 60+: 1.2 billion in 2025, 2.1 billion by 2050.
BBL and cosmetic Botox are not longevity. That is beauty. A spa weekend is not longevity. That is wellness. Longevity is healthspan: more years strong, sharp, mobile and independent.
The demand base is already enormous. People over 60 spend roughly $19 trillion in 2026, 27% of all consumer spending worldwide, and I forecast that rises to $34 trillion by 2036. Today 1.2 billion people are over 60. By 2050 it is 2.1 billion.
That does not make every dollar longevity tech. It does make aging the biggest consumer shift hiding in plain sight. The winners sell more healthy years: prevention, biomarkers, personalized diagnostics, AI that steers you to the right doctor, age-tech, home adaptation and services that keep people independent.
My call: by 2036 longevity is a subscription business. I call it Longevity-as-a-Service: your health data, prevention, care steering and the services that keep you living at home, sold as an always-on plan, not an annual check-up. The market built for older adults is $4.5 trillion today, growing 7% a year. Hold that rate and it passes $9 trillion by 2036. The subscription half of it is where the margin lives. First the wealthy, then employers, then insurers.
The warning: many longevity companies sell tests, supplements and optimism faster than they prove outcomes. The winners need clinical evidence, trusted data handling and insurers willing to pay.
Cancer treatment damaged part of my immune system. I do not forecast this from the sidelines. I live the trend.