From limitations to aspirations
Ageing once meant slowing down, now it’s increasingly seen as a celebration of vitality. Globally 71% of people embrace this life stage as an opportunity to reinvent themselves. It’s a shift we’ve labelled the Silver Renaissance in our What Matters 2025 report: a cultural turning point where older adults are pushing boundaries, exploring new passions and reshaping expectations of later life.
This transformation is rooted in a renewed search for meaning and personal fulfilment. People are taking control rather than being defined by their age.
Longer life expectancies, advances in healthcare and greater awareness of physical and mental wellness are reshaping how people perceive later life. With many people now staying active well into their senior years, there’s a desire not just to live longer but to live better where we see people pursuing things they didn’t have the chance to in the past because of personal and professional life.
of people globally believe ageing is an opportunity to reinvent yourself
Source: What Matters 2025, n=12 500 consumers in 15 markets (AU, BE, CN, DE, FR, HK, IN, NL, PH, SG, TW, UAE, UK, US, ZA)
“When I'm older, I want to do a lot of things I haven't had time for in my professional life; time for hobbies and travelling. Just to spend more time with other older people and have fun."
Male, Gen X, DE
Older adults are approaching ageing with a renewed and increasingly optimistic mindset, seeing it as a phase full of possibilities rather than limitations. In fact, 69% has many goals and ambitions they still want to pursue. Many older adults are experiencing a 'second spring', a phase of renewed purpose, freedom and the resources to focus on well-being, relationships and personal growth. We’re seeing silver voices rise: influencers, entrepreneurs and changemakers who are rewriting the rules and reshaping what it means to age.
% of Silvers who have many goals and ambitions they want to pursue.
of China Silvers
of UK Silvers
of US Silvers
CASE
Singapore - Food & Beverages
Richard Koh started 1degreeC, a cold brew business in Singapore at the age of 54.
Seniorpreneurs
Leveraging their experience to challenge stereotypes against retirements by starting their own business.
Ageventurers
Who see later life as a new frontier to discover new passions and hobbies.
CASE
Spain - Sports & leisure
Juanjo (88) took up skateboarding aged 70, he finds the extreme sport more than just a way to stay fit, also offering an escape from monotony.