The so-called ‘Silver Economy’ has moved from being a trend to becoming a reality. With a rapidly aging population that retains purchasing power, Brazil and the world are witnessing new opportunities and also significant challenges emerge.
In the book ‘Silver Economy: The Power of Longevity in the Business World,’ we show how longevity is transforming markets, careers, and complementary pensions. The Silver Economy encompasses the set of economic, social, and cultural activities revolving around the 50+ population. It is not limited to consumption alone but involves an ecosystem covering health, education, leisure, technology, housing, pensions, and even how cities organize themselves.
This concept emerged from the recognition that population aging is not just a demographic fact but a large-scale economic phenomenon. The ‘silver’ color refers both to gray hair and to the value of this market, which already moves over $15 trillion annually worldwide and could exceed $27 trillion by 2050.
In Brazil, where the elderly population will grow faster than the child population already in the next decade, the 50+ demographic represents nearly 20% of the population and holds 42% of the national income, according to FGV Social data. More than just numbers, the Silver Economy calls for innovative public policies, adapted business strategies, and a cultural shift regarding the value of experience and maturity, influencing patterns of consumption, work, and social coexistence.
This demographic’s consumption already stands out in strategic sectors like real estate, tourism, health, culture, and continuing education. Beyond directly boosting the economy, the 50+ group wields significant decision-making power within families, also influencing younger generations’ consumption. This transformation also affects the labor market: retirement is no longer synonymous with the end of a career. Today, people aged 60 or 70 are starting businesses, taking on leadership roles, or changing professions, demanding multigenerational management policies, reskilling programs, and combating ageism.
In the complementary pensions sector, the change is profound. Pensions are now seen not just as long-term savings but as tools to ensure quality of life during longevity. Products combining protection, health, well-being, and sustainable income are gaining ground. To achieve this, it’s crucial to debunk myths about aging, such as the idea that older adults are dependent or unproductive. Science proves that it’s possible to live longer with autonomy, and data shows that the 60+ demographic is precisely the fastest-growing in adopting technology, apps, and social media.
This new reality also drives innovation. Healthtech, fintech, and edtech startups are creating personalized solutions for the 50+, from preventive health apps to platforms for professional reinvention. Population aging, far from being a burden, is an engine of development. At the same time, public policies need to keep up with this evolution by investing in age-friendly urban planning, accessible transportation, employability programs, and tax incentives for businesses developing longevity-focused solutions.
Another essential aspect is gender equity. Since women live, on average, seven years longer than men and have more fragmented careers, they face greater financial challenges, making financial education for women a priority. Additionally, they are the majority among family caregivers, reinforcing the need for specific policies and pension products that account for these differences.
Various sectors stand to benefit directly from the Silver Economy, including health, tourism, pensions, adapted housing, urban mobility, continuing education, and assistive technology. New business models are also emerging, such as regenerative tourism for the 60+ demographic, multigenerational housing, and pension solutions focused on care. To seize these opportunities, leaders and institutions must stop seeing longevity as a cost and instead view it as a strategic opportunity. Including the 50+ demographic in innovation, product, and communication strategies is essential, as is promoting financial education early so future generations can live longer with autonomy and quality of life.
The Silver Economy is more than a market: it is a mirror reflecting how we want to live and age. For the complementary pension system, it represents the chance to position itself as a protagonist in building longer, more active, and happier futures.
by Denise Maidanchen, CEO of Quanta Previdência and author of the book ‘Silver Economy – The Power of Longevity in the Business World’
