Behavioral Economics and the Disability-Longevity Economy: Rethinking Design, Desire, and Demographics

Through A Broader Lens: Insights Issue No.3 / July 14, 2025

We are on the brink of a consumer revolution, and few people realize it.

For decades, the disability community and aging population were seen as edge cases in business strategy, worthy of accommodation but rarely centered in innovation. Yet today, behavioral economics tells us a very different story: one in which accessibility is not just inclusive, but aspirational. One in which the way we frame, design, and market products holds the key to unlocking an entirely new economy, what I call the Disability-Longevity Economy.

The behavioral shift is already happening. Just look at eyeglasses. Once purely utilitarian, designed to correct vision and often associated with decline, they’ve now become icons of fashion. What was once considered “assistive” is now aesthetic, stylish, and status-defining. In a similar vein, we’re beginning to witness a quiet tsunami of change in footwear and apparel.

Nike’s FlyEase line, originally developed with input from a teenager with cerebral palsy, has become a darling of the sneaker world, lauded not only for accessibility but for innovation. Kizik’s slip-on technology and Skechers’ hands-free lines follow suit, seamlessly merging function with form. Victoria’s Secret and Adidas are now exploring adaptive backpacks and accessories, once niche, now proudly mainstream. This is not charity. This is smart design meeting unmet demand.

But here’s the catch: while the market is shifting, our mindset hasn’t fully caught up. If we want to truly harness the opportunity before us, we need to understand how consumer behavior works and how to nudge it in the right direction. Behavioral economics gives us the framework to do exactly that.

So, how do we drive this transformation? There are four key insights: