Create the future of Ageing Intelligence® with us

Bombarded by the explosion of statistics on demographic trends we tend to regard the phenomenon of an ageing society as a net, which after a certain age threshold, everyone is inevitably entangled.



Typically a youthful dogmatism considers the old as a receptacle. Voracious consumers of energy, resources, time and services. Others. But they aren’t taking into account the real economy: older adults not only as “receivers”, but also transmitters of lifestyles, of spending power, of an interpretation of reality, of present and future desires.

The McKinsey Global Institute concludes that the over-60 population, one of the few drivers of global economic growth, is well-placed to generate at least half of the expansion in all urban consumption between 2015 and 2030*. Not to mention the economic and physical assistance they provide. In today’s economic system, always teetering on the brink of recession, this is an economy, that spawns billions of man-hours every year (or better yet, woman-hours), although nobody bothers to count.

At the National Innovation Centre for Ageing we want to make that economy count. To allow brands and organisations to understand how and why to serve a population off their market radar. We are here to show that people who, because of crystallised cultural stereotypes, we categorise in a single pot are actually a river of fluid lava, burning and alive, made of unreplaceable lapilli, so different from each other, so unique in their own way. ​

We are here to listen to their voice and ideas too often forgotten and turn them into a value for society as a whole. We are here to explore how an ageing workforce can represent not a challenge for companies and people, but an opportunity for both and for the Country. We are here to connect generations and allow them to contribute to each other’s well-being and happiness. Together. We are here to seek meaning in process innovation and emerging technologies and apply them ethically and sustainably to our lives, regardless of age. We are here to add intelligence to society. We named it Ageing Intelligence.®

Join us.


*McKinsey Global Institute​