he SENIOR – Silver Economy Needs and Individual consume mOdel and seRvices project, part of Spoke 6 within the national initiative Age-It, seeks to improve understanding of the dynamics shaping the demand and supply of goods and services targeted at the population aged 65 and above in Italy. Its primary aim is to systematically map both the actual and perceived needs of older adults, their consumption behaviours, and the capacity of third-sector organisations to meet these needs, through a comparative study conducted across three pilot territories (Trento, Florence, Caltanissetta) representing diverse socio-economic contexts.
The project aspires to generate original empirical data through structured questionnaires and qualitative interviews, integrating socio-demographic, behavioural and service-access dimensions. On this basis, SENIOR intends to develop an interpretative model of consumption patterns among older people, designed to capture territorial differences, identify gaps between needs and available services, and inform targeted interventions and policy strategies that foster social inclusion, active ageing and the development of the silver economy.
A further objective is to create a replicable information base and monitoring tools that can guide policymakers, third-sector operators and businesses in designing goods and services that are more accessible, sustainable and aligned with the expectations and capabilities of the ageing population.
1 September 2024 – 31 March 2025
The SENIOR – Silver Economy Needs and Individual consume mOdel and seRvices project (Age-It, Spoke 6) aims to systematically investigate the needs, consumption preferences, and service provision for the population aged 65 and over, contributing to the development of the silver economy in Italy. During the first semester, WP1 and WP2 were fully completed. WP1 involved a comprehensive review of the state of the art, definition of the target sample across three pilot areas (Trento, Florence, Caltanissetta), and the design of integrated survey tools: two structured questionnaires (“Needs monitoring” and “Consumption behaviour”) and a set of qualitative interviews with third-sector operators, developed on the basis of Maslow’s theoretical framework, pilot-tested, and implemented on the SurveyJS digital platform. Dedicated e-learning sessions were organised to train field interviewers. WP2 collected 17 qualitative interviews from key third-sector stakeholders, documenting best practices in the delivery of goods and services to older adults. From January 2025, WP3 initiated the administration of questionnaires to citizens aged 65+, adopting assisted modes to reduce digital barriers and ensure inclusivity. Early dissemination activities under WP4 included the submission and acceptance of abstracts for national and international conferences. Overall progress stands at 100% (WP1, WP2), 50% (WP3), and 30% (WP4), with only minor challenges related to technological support and engagement of some local organisations, effectively addressed through operational corrective measures.