The Live Well Collaborative (LWC) is an innovative, leading edge model for corporations and universities, specializing in research and development for the 50+ market. Located at the University of Cincinnati and serving a wide variety of corporations, our mission is to develop products and services that delight the 50+ consumer. Expanding on P&G’s “Connect and Develop” concept, LWC was formed as a response to meet the growing market opportunity of America’s aging population.