LONG LIVE
AGE-POSITIVE
NARRATIVES

Ageism is often the elephant in the room, an invisible yet omnipresent form of discrimination. People aged 65 and over are more numerous in Europe than those under 15, and this trend is only increasing: by 2050, 1 in 3 people will be a senior! Beyond the business opportunity (those over 50 represent $10 trillion per year), are we ready for this cultural shift?

Our civilization is undergoing a transformation, and aging is still a taboo subject, marked by a dominance of youth culture. There is immense pressure on older people, almost a denial of their aging, forcing them to adopt the codes of the young to stay “cool” and included in a society that often excludes them.

For design and communication experts, the challenge is to listen to and represent seniors as they are, not as we want them to be. This is a delicate task. The Roseponsable collective has modestly tackled this issue from the perspective of “age-positivism,” showcasing their incredible potential: seniors are inventive, diverse, and full of riches – and above all, they are us and our future. With Silver Power, seniors possess an invaluable brilliance. It’s time to make this richness our new cup of tea!