AARP Reimagined

AARP Reimagined

  • Case
Abstract

When Barry Rand became the chief executive officer of AARP, in 2009, he took over an enterprise with close to 37 million members and an annual budget of $1.3 billion. Originally created to represent the needs of senior citizens, AARP sold $700 million worth of insurance and finance products, ran one of Washington’s powerful lobbying operations, produced a rich mix of media, and provided services ranging from free tax preparation to anti-discrimination legal action. In recent years, AARP expanded its mission to include anyone over the age of 50.

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