This Housing LIN Viewpoint no 77 examines the urgent need for greater innovation in the UK's retirement and care sectors, and radical transformation of the housing options available for older people.
If you listen to the media, old age is all doom and gloom. But we think ageing is something uniquely special; a period of aspiration, ability, freedom and time. In fact, it is a period of life to really look forward to rather than dread.
Working with seniors opens up whole new opportunities and routes to innovation and there are different market segments to older age as much as there are amongst the young and middle aged.
Older people have tribes too and you'll find some tribes are more likely to listen to The Grateful Dead than Vera Lynn.