Intergenerational Conversation

The ageing population is not an easily defined market, or simple user group. It’s an incredibly diverse human, global audience with widely varying needs, habits, technical abilities, and more.


There is no straightforward path to designing solutions here – no single persona, no unified set of requirements or channel. Instead, there are hundreds, if not thousands of variables to consider, each with a network of dependencies and potential impact on the others.

And the ‘others’: it is the entire society at scale. We are all connected.

When people of all ages, all backgrounds come together, to openly share ideas, insights and experiences – they generate together immense knowledge that is lost if they simply co-exist.

With VOICE X we aim to facilitate, encourage and promote these encounters and harness this knowledge. We believe this to be the most powerful form of energy for the progress of our society, for cross life opportunity and wellbeing and for all sectors of industry.

VOICE®: Meet our team of 8000+ co-designers

VOICE® is a diverse, thriving international network of thousands of citizens of all ages, embedded in NICA. Through VOICE®, we harness the intelligence, insights, wisdom, vision and experience of the public, sustaining ongoing conversations between generations and co-designing, co-developing and testing in real-world, real-time settings what is needed and wanted for happier, healthier lives.

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