Contrary to common negative perceptions, older adults are creating a new niche market and fuelling growth and innovation. Eighty is the new 20! A demographic shift is creating the so-called “silver” economy and a new and powerful consumer class. Here, we look at how new products and services meet the needs and expectations of an older population, and where standards will help. Most academics agree that an ageing population lowers the long-term structural growth rate of an economy, citing Japan as a real-life example of this phenomenon at work. And while demographics are undoubtedly an important and enduring influence on the economy, raising clear long-term challenges for governments, there are also opportunities.

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• Switzerland

• Older persons

Most academics agree that an ageing population lowers the long-term structural growth rate of an economy, citing Japan as a real-life example of this phenomenon at work. And while demographics are undoubtedly an important and enduring influence on the economy, raising clear long-term challenges for governments, there are also opportunities.