Silver Economy - Emerging Business Opportunities

Is ageing population a burden to public finance and society or can it represent an opportunity to expand business activities or even to facilitate the growth of economy? The aim of the paper is to call attention to the other comprehension of ageing phenomenon. Mainstream studies on ageing rarely see this inevitable population change as a potential source of economic opportunity. Adaptation is a key word in this context. Adaptation to the needs of elderly population means that orientation on production and services designed for the growing number of older consumers will ensure stable market share in the environment of changing consumer preferences ( in aggregate macroeconomic perspective the significant changes in the number of seniors will shape new consumption patterns that will be reflected in demand side). Moreover, it is not just a matter of a business or economic theory, adaptation to the needs of silver population clearly has a strong social aspect - implementation of innovative IS solutions can improve active and independent lives of older people and enhance their living conditions. For both, economic growth content as well as social aspect we strongly recommend promoting development of silver sectors, supporting providers of silver services and searching for new solutions in an ageing society. The new technologies, information systems and innovative communication concepts will no doubt play a significant role in implementation of this new paradigm.