The population over 60 is challenging the traditional stereotypes of old age, with an active, healthy lifestyle and new consumption habits. This phenomenon, known as Silver Economyalready impacts various industries and forces the market to focus on a segment that grows rapidly in Latin America.
“We enter the era of longevity managementa new challenge that implies eradicating ageism and rethinking what we understand for work, work and action, to enable a genuine and integral participation, ”said Mercedes Jones, a doctor in sociology at the University of San Andrés, during the GLI LATAM forum, organized by Pro Women, entity dedicated to financial inclusion and access to health and education of low -income women.
According to the UN, in Latin America and the Caribbean, the percentage of people 65 years or older will go from 9.9% in 2024 to 18.9% in 2050. For Cristian Sepúlveda, CEO of Apex America Brazil and reference in Silver Economy“In countries such as Argentina, Chile, Colombia and Peru, this group represents today between 13% and 16% of the population. And by 2030, those over 60 are expected to exceed minors in several of these nations. ”
Longevity as a global phenomenon
According to the report The Future of Aging De Deloitte, longevity is a relatively recent phenomenon. “In 1900, life expectancy at birth was 47 years old. Today it exceeds 70 and, in the case of women, the 80s”, Says the study. Old age, far from associating exclusively with illness and dependence, begins to be conceived as a prolonged and active vital stage.
“By 2040, the consumer will be in the center of the health model. Some diseases could be delayed or even eliminated: cancer and diabetes could be a thing of the past, such as polio”, Anticipates the report.
This transformation is also reflected in aesthetics and regenerative medicine. The plastic surgeon Juan Manuel Seren (MN 107.174), pioneer in the rapid breast recovery technique based on the Erabas protocol, observes a new relationship between longevity, self -esteem and personal decisions. Seren remembers a case that marked it especially:
“A 79 -year -old patient decided to do surgery to correct breast encapsulation before marrying for the fourth time. Vegetarian, yoga teacher … A healthy patient, with good performance, did sports, everything perfect. This generation has a much better aging than perhaps that of our grandparents.”
From aesthetic medicine, Leticia GiustoMedical Oculoplastic and Master Injection (MN 162272), confirms the phenomenon: “In the postpania period, we observe sustained growth in the demand for aesthetic medicine treatments by patients over 50 and 60 years “And add:
“This responds to a change in the beauty paradigm: today well -being and naturalness is prioritized over artificial results. The trend is no longer that face overloaded with hyaluronic acid – known as facial over -overd syndrome – but the search for healthy and harmonious aging.”
The professional details the transformation of medical and aesthetic criteria: “Currently, the main objective of treatments in patients over 60 years is to achieve comprehensive facial harmonization. This implies a combination of procedures destined not only to improve skin quality, but also to reposition facial structures that, over time, tend to blur”. And add:
“Among the most frequent objectives are the redefinition of the mandibular contour, the approach of perioral wrinkles – known as ‘bar code’ – and the puppet lines. The approach is not to transform, but to accompany the aging process naturally, always prioritizing the well -being and self -esteem of the patient.”
An economy still ignored by brands
Despite their enormous potential, companies still fail to connect with this segment. According to a study by Tsunami Latam cited by Sepúlveda, “More than 70% of older adults feel ignored by brands”This disconnection represents a wasted opportunity: the Silver Economy It already moves billions in the region, and its consumers usually have income higher than the average.
As Deloitte warns, the generations following the Baby Boomers “They will probably live so long (if not more)“And, as already happens, they will also reject products specifically labeled for” older people “, demanding from the beginning solutions adapted to their changing needs.
The gender perspective must also be integrated into this redesign. María Oliva Sirgo Álvarezresearcher at the National Distance University, he remarked during the GLI Latam forum: “Women in old age are more limited than men in the development of their freedom.” On the workplace, age discrimination remains a barrier. Jean Pierre Saint HubertCMO and founder of Alkemy, provides data that contradict prejudices:
“When we analyze the soft skills, the data re -challenges our preconceived ideas. In skills such as effective communication and detail attention, the Silver generation has a higher performance. And in terms of resilience and negotiation, differences with the youngest are even more pronounced.”
However, bias persists towards young talent. “The life expectancy is on the rise, and what was previously considered +50 today is completely different. We are talking about professionals with decades of experience, who still have much to contribute,” says Saint Hubert.
Deloitte also anticipates this turn: “The concepts related to work and retirement could change as more years are added to half of life”
The future of Silver Economy
The growth of this population group opens opportunities to create specific services and products. In Japan, the senior market doubled in 20 years and today represents almost half of the total consumption, exceeding US $ 1.1 billion, according to IDB data. Deloitte projects a future in which the elderly live integrated to their communities and access care technologies without depending on segregated environments. Appointment to the activist Ashton Applewhite: “Longevity has come to stay”
The firm also indicates that the Millennials They will soon exceed the Baby Boomersso the inclusive redesign of services will be a structural need, not an option. So that the generation experience Silver Be genuinely inclusive, companies must recognize older adults as active social actors and adapt their products with accessibility, trust and personalization criteria.
Understanding their aspirations, respecting their autonomy and aligning market strategies to their values not only represents a historical debt: it is one of the most urgent keys to the economic and social future of Latin America.
By rn
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