To be honest, there is nothing that new in this report. Its research base is 250 interviews with the 50+. If you study the older consumer marketing you will have encountered most of the findings before - probably more than once.
MIT AgeLab's Agnes (Age Gain Now Empathy System) was brilliant at generating PR for the organisation. How useful it was in reality and how much good it did - I don't know. But what a terrific way to promote the message about ageing (and MITAge Lab).
At the Masters of Marketing Conference (it could only be in the US to have such a title) a senior marketer at Harley Davidson was talking about brands must not neglect the "growth market" of older consumers to focus solely on youthful audiences.