# Silver economy · Consumer Trends 2020 · Zorraquino
> Older people as an engine of the economy.
URL: https://www.zorraquino.com/en/trends/consumer-trends-2020/silver-economy

![Silver economy: Older people as an engine of the economy.](https://cdn.sanity.io/images/0w1142l8/production/816b17dc00765d82625974843a85e780d128c4bd-1600x1067.webp/silver-economy-older-people-as-an-engine-of-the-economy.webp?w=1600&fit=max&auto=format&q=85)

Trend 01

# Silver economy

1. [Consumer Trends 2020Home](https://www.zorraquino.com/en/trends/consumer-trends-2020)
2. [Trend 01Silver economy](https://www.zorraquino.com/en/trends/consumer-trends-2020/silver-economy)
3. [Trend 02No money](https://www.zorraquino.com/en/trends/consumer-trends-2020/no-money)
4. [Trend 03Superfoods](https://www.zorraquino.com/en/trends/consumer-trends-2020/superfoods)
5. [Trend 04Streaming culture](https://www.zorraquino.com/en/trends/consumer-trends-2020/streaming-culture)
6. [Trend 05Conscious tourism](https://www.zorraquino.com/en/trends/consumer-trends-2020/conscious-tourism)
7. [Trend 06Re-commerce](https://www.zorraquino.com/en/trends/consumer-trends-2020/re-commerce)
8. [Trend 07Digital wellbeing](https://www.zorraquino.com/en/trends/consumer-trends-2020/digital-wellbeing)
9. [Trend 08AI First](https://www.zorraquino.com/en/trends/consumer-trends-2020/ai-first)
10. [Trend 09Brand ideology](https://www.zorraquino.com/en/trends/consumer-trends-2020/brand-ideology)
11. [Trend 10Techno humans](https://www.zorraquino.com/en/trends/consumer-trends-2020/techno-humans)

Silver economy

Older people as an engine of the economy.

## At a glance

24% of Europeans and 21% of North Americans are currently over 60\. This ageing of the population means that older adults now shape what most sectors offer. This market, known as the “silver economy”, is currently worth eight trillion dollars in the United States and could reach 5.7 trillion euros in Europe by 2025.

According to the European Commission, health and nutrition, leisure and wellbeing, finance and transport, housing, education and employment would be among the sectors most affected by this demographic change. This means great opportunities for brands willing to adapt to this audience.

## Cases

01 / 05

Zorraquino spotlights

1. 01  
Older people are one of the fastest-growing demographic groups in the West, yet they are still underserved.
2. 02  
This new reality brings social challenges, such as rethinking pension systems, retirement, work-life balance, dependency…
3. 03  
New technological advances can offer interesting alternatives to these challenges, providing remote care solutions, home services, monitoring…

## More on the trend

### References

- [Peinar canas da trabajo](https://elpais.com/elpais/2019/06/24/planeta%5Ffuturo/1561371915%5F322436.html)
- [Senior citizens will lead the self-driving revolution](https://www.theverge.com/2018/1/10/16874410/voyage-self-driving-cars-villages-florida-retirementcommunities)
- [Virtual reality helps Japan's elderly travel the world](https://edition.cnn.com/travel/article/japan-vr-elderly-travel/index.html)
- [This plant-based food startup targets seniors instead of millennials](https://www.fastcompany.com/90328057/this-plant-based-food-startup-targets-seniors-not-millennials)
- [Rory Tackles a Missed Opportunity in Telehealth—Treating Menopause](https://fortune.com/2019/03/20/menopause-rory-ro-telehealth/)

Pages 26–57 of the report

[![No money: Cryptocurrencies and digital payments as substitutes for money.](https://cdn.sanity.io/images/0w1142l8/production/884f327c224c63fefb223f2c5a83d2e28ef95206-1024x768.webp/no-money-cryptocurrencies-and-digital-payments-as-substitutes-for-money.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2020/no-money)

Next trend · 02

[No money](https://www.zorraquino.com/en/trends/consumer-trends-2020/no-money)