The Silver Wave is the story of a generation and a moment in history that forever changed how we understand ageing.
After World War II, a new generation was born into an era of peace and unprecedented global progress. The creation of the United Nations marked a commitment to stability, while rapid technological advancements, healthcare innovations, and improved living standards reshaped societies worldwide.
Those born in the 1950s and 1960s benefited from longer life expectancy, greater economic prosperity, and the ability to build stronger, larger families. As a result, they not only lived longer but also shaped the modern world in ways no previous generation had.
Now, this generation is leading a global demographic shift:
In 2025, the 60 plus population surpasses 1.2 billion (15% of the world’s population).
This figure has doubled since 2000 and will reach 2 billion (20%+ of world’s pop) within the next two decades.
Due to economic conditions, especially in Western societies, this generation has become a true economic force in the 21st century. They built families, worked hard, bought homes, accumulated wealth, and now hold immense spending power.
As they grew older and transitioned out of full-time work, they embraced a new lifestyle—one radically different from that of their grandparents.
For previous generations, ageing was centred around financial stability—the question was simple: Do I have enough means to retire comfortably?
But for this new generation—notably the Baby Boomers—ageing is about much more. They prioritise health and longevity and, ultimately, seek purpose beyond decades of work. Their time is now filled with hobbies, social engagement, giving back, travel, and even continued professional involvement in new ways—whether through consulting, business ventures, or mentoring.
This demographic shift and evolving lifestyle have given rise to The Silver Wave—a movement that is not only redefining ageing but also fuelling an economic transformation known as the Silver Economy.
The Silver Economy is a multi-trillion-dollar marketplace built around products, services, and industries tailored to these extra 20 or 30 years of active life. From financial and insurance solutions to new models of housing and mobility, from advanced health and wellness innovations to cutting-edge technologies designed for older adults, and from experience-driven leisure and travel to services supporting longevity and independence—this economic force is reshaping industries worldwide.
The Silver Wave is more than a demographic shift—it is a powerful economic and societal transformation, one that will define the coming decades.