The changing demographics in our country show that the future of business, communities, and families depends on how we respond to aging. By the end of this decade, one in five Americans will be over the age of 65, and for the first time in U.S. history, older adults will outnumber children. This shift isn’t something far off in the future—it’s happening now, and it demands new ways of thinking.

In this episode of This Is Getting Old: Moving Towards an Age-Friendly World, futurist and best-selling author Bradley Schurman explains why the United States is not socially or economically prepared for our aging population and how overlooking older adults in business can quietly undermine success. He highlights that ageism isn’t just a social issue—it’s an economic one that leaders can no longer afford to ignore.

Bradley outlines how demographic trends are reshaping everything from workforce participation to consumer behavior. Fewer children are being born, people are living longer, and by 2034, Americans over 65 will outnumber those under 18. Businesses that cling to outdated recruitment models, or that fail to recognize older adults as active consumers, risk falling behind. He emphasizes that while “feel-good” stories about age-friendly communities are valuable, they don’t carry the same weight as clear data showing why inclusion drives growth.

One of the key points Bradley makes is that inclusive businesses consistently outperform those that are not. Age-diverse teams tend to be more productive, innovative, and collaborative. Yet too often, older adults are dismissed in hiring, marketing, or community design simply because of persistent stereotypes. He urges a shift from charity and sentiment to measurable economic value. As he puts it, “feelings don’t pay the bills.”

The discussion also highlights how local communities are experiencing these changes unevenly. Rural areas tend to be much older than urban ones, and factors like climate change and migration are already adding stress to local resources. In places where younger populations are shrinking, engaging and including older adults isn’t optional—it’s essential to keep economies and communities viable.

As Bradley reminds us, the future isn’t something we wait for—it’s something we design. By rethinking ageism and recognizing the power of older adults as workers, leaders, and consumers, we can unlock new opportunities for growth. I invite you to connect with the GW Center for Aging, Health and Humanities, join our Building Age-Friendly Ecosystems Facebook group, and continue this important conversation. Together, we can keep moving toward a world where age is not a barrier but a strength. If you found this helpful, don’t forget to subscribe to my YouTube channel, Melissa B PhD, for more insights on dementia care and aging.