Collaborata Featured Project: “Hacking Longevity: A Three-Generation Perspective on Living to 100-Plus”


This post was originally posted on the Greenbook Blog.

Collaborata Featured Project:

“Hacking Longevity: A Three-Generation Perspective on Living to 100-Plus”

Context: Fundamental shifts are transforming the older life stages of each generation of Americans, but the effects are largely reported only anecdotally. This study will bring to light the implications of increased longevity on three generational cohorts in the second half of life.

Pitch: To date, increased longevity has been treated as conceptual and aspirational, as in “What will you do with 30 extra years?” Most of what we know about this expansion is anecdotal, even though we see and are experiencing seismic shifts at every stage of life.

Rather than approaching this as an “aging” study, we will be studying these shifts — some subtle and some quite large — with a fresh eye. We want to understand how people are “hacking longevity” and if the idea of longer life informs plans and thinking.

This study is designed to frame the issues for brands and organizations who want to play an active role in serving the longevity economy in meaningful, informed ways.

This research is being underwritten in significant part by AARP; please join the AARP by co-sponsoring this landmark study and assuring its successful launch.

Deliverables: Formal report, including insights and recommendations, detailed analysis and full data tables. In-person and web-based presentations available.

Who’s Behind This: The Business of Aging helps businesses and organizations advance their goals, while advocating for and serving the mature market. Lori Bitter, President, is a well-known, well-respected expert. She is the author of “The Grandparent Economy” and was recently named as one of “The Top 50 Influencers in Aging” by Next Avenue.

To purchase this study or for more info: click here or email

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Jimmy Zollo is the Co-Founder and CEO of Collaborata -- a Chicago-based tech startup serving the insights and marketing research world. Collaborata is the first-ever platform that enables organizations to share research costs and insights. Collaborata was a finalist for the 2017 Midwest Digital Startup of the Year, the 2016 Insight Innovation Award and has been featured on Business Insider, BuiltInChicago, Greenbook, Quirks, Research Live, MRWeb, and Market Research World. For more information, please visit: Jimmy developed his passion and enthusiasm for the Chicago tech community, while driving growth at GrubHub for four years. He helped develop GrubHub's industry-leading restaurant network, traveling across the country to launch new markets and grow existing ones. Following GrubHub's IPO and merger with Seamless, Jimmy transitioned to the corporate team, leading partnerships between GrubHub and many of Chicago's leading law, consulting, tech, and marketing firms.


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