Shift happens.

Hacking Life Shifts, the latest Collaborata project, reveals how brands can serve three generations of aging Americans as they navigate five profound Life Shifts:

  • Caregiving
  • Aging Single
  • Grandparenting
  • Career Encoring
  • Changing Living Situation

Methodologically ambitious and innovative, this groundbreaking research takes a fresh and strategic look at how brands and organizations can better connect with and serve those in the midst of these five Life Shifts.

Championed by AARP and sponsored by leading brands and organizations, “Hacking Life Shifts” reveals in great nuance the pain points, celebrations, and surrounding emotions people experience as they’re in the midst of disruptive change as they and their loved ones age.

"Wow, just WOW! There is so much in this work, and so many actionable insights."
- J. Alison Bryant, Ph.D., Senior VP Research, AARP

The research was led by Lori Bitter, president of Business of Aging, and Lisa Cooper, Sr. Vice President of RTi Research.

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To learn more about Hacking Life Shifts visit the project page.

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