Companies worldwide have conducted market research to understand the changing needs of older consumers, but even beyond that, the “healthy aging” market is vast, diverse, and lucrative. A panel including marketing, behavioral sciences, and social anthropology experts will help bust myths about older consumers as monoliths and tackle ageism for market advantage. Audience members are invited to share their ‘silver market’ learnings and questions (please notify GCOA staff during lunch if you wish to share during this session).