engleski

SILVER ECONOMY AND AGING POPULATION: MYTHS, REALITIES AND OPPORTUNITIES

According to the demographic statistics worldwide, the number of population aged 65 and over is growing at around twice the rate of the overall population (Economic Intelligent Unit, 2011). An aging population is becoming a reality that is surrounded by various myths when it comes to older people as workers or as consumers. The fact is that people today live longer and healthier lives, which requires a shift in perception of age when it comes to the supply and demand side of economics. The economy that recognizes aging population as new source of economic and business opportunities is called „Silver Economy“ and is already attracting significant policy attention worldwide. It is focused on opening a new frontier in practical and policy thinking about and considering aged people not a fiscal threat but a business opportunity. The purpose of this paper is to define the notion of silver economy, discusses the myths and realities related to this particular segment of the economy as well as to present selected good practices that show the age friendly products and services that capitalize on the unstoppable demographic shift.

silver economy, aging population, good practices

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