People 60 years of age or older already exceed children under five, according to WHO. In 2050, those of 65 will double children. With this panorama, the Golden Economy – activities, products and services for the senior population – is no longer a promise, moves billions. This generation of older people who today encompasses almost ten million Spaniards, and that in 2055 could mean 30% of the population, has become a first -order economic asset. With more and more life expectancy – 21.7 years from 65 -, more health and, in many cases, capital available to spend on their own well -being, this cohort is reconfiguring entire industries such as health, insurers, technology, housing or leisure. Moreover, experts predict that it will become the economic area that grows the most in the coming decades. Behind this impulse «there is the improvement of its purchasing power and its decision to invest in its own health and well -being,» says José de Juan Savoy, president of the Spanish Association of the Silver Economy (Aedsese). Indeed, the new retirees in Spain have more money than many workers. The average pension touched the 1,507 euros in August and the new high exceed 1,722, 23% more than the most frequent salary in Spain, according to Fedea calculations. More information is converted to Senior into an attractive audience for companies from all sectors. In fact, the studies of the Cetelem Observatory reveal that this population group spent 14% more than the average of consumers; Cars are bought by 38% more expensive and spend 16% more on traveling.
Personalized strategies
The Mapfre Foundation, through various studies of the Ageingnomics Research Center, confirms the trend: in half of the companies analyzed, more than 40% of the billing comes from those over 55. «Companies understand that this sector of the economy» is a dynamic element and have begun to act, and more and more corporations design specific strategies, «explains Juan Fernández Palacios, responsible for said research center, and convinced that“ the senior collective will continue to be an economic and social engine since, far from the stereotype, not only consumes, it also helps its family, it promotes tourism and remains active in digital, ” He concludes. According to EAE Business School, two thirds of what a person invests in health are disbursed after 65 years. Information that is not accidental that insurers renew their offer with health or dependency policies for people over 65, nor that the private residences sector, which manages 70% of the places, provides to add 50,000 more Housing, the trend goes beyond residences: cohousing formulas or communities with assistance services grow. pension. Leisure is not far behind: senior tourism (Imserso, Premium and adapted trips) moves billions. CNMC detects that the senior are the ones that see the most open television-3,2 hours a day-and those who register the most in the press. granddaughters, ”says Juan Savoy. More information reports from the Ageingnomics Center confirm that more than half of the large companies already have R&D projects for this group, and 44% with specific programs for the most vulnerable senior.“ We do not talk about a homogeneous collective, ”warns Juan Carlos Alcaide, specialized consultant in Silver Economy and director of MDS Global Marketing. “There are multiple thirds. However, many brands continue to speak the major as if it were dependent, or with caricaturescos messages of vitality, showing octogenarians doing parkour or dancing reggaeton. This generation does not need infantilization or vitalist parodies, but listening, fine segmentation and real solutions, ”he warns. Those over 80 are already 6% of Spaniards and those of 90, 1.3%. This aging aging forces to rethink services, says Alcaide, for whom“ the future is in the people with a lot of past ”.
Zamora, European laboratory
The Castellanoleonese city, where the octogenarians already exceed minors, is betting on becoming an experimental center of this economic sector. The Diputación de Zamora is allocating 40 million to promote innovative services for the elderly, combining human care and technology. Projects such as the so -called healthy homes seek that Senior live more time in their homes, while generating rural employment and new professional profiles specialized in the care that this population requires.
