Academic research in between user needs and industry demands in the context of the silver economy

The silver economy can be considered as the system that is at the base of the production, distribution and consumption of goods and services strictly dedicated to elderlies, their living and health needs. It is a growing economic sector that, for example, in Italy generates between 300 and 500 billion per year, which is approximately 30% of the national GDP. One of the concepts that lie at the heart of this sector is the idea of active ageing: the vision around the theme of ageing is often influenced by negative stereotypes, which lead to considering the 'elderly' user, first and foremost, as physically and cognitively impaired and, therefore, in need of assistance and targeted care. The products and services developed for this category of users consequently try to act in this direction: if, on the one hand, they are capable of facilitating their daily life and that of their caregivers, on the other, they may generate effects that are not considered and not desired, such as for example, isolation, poor sociability, poor mobility, etc., resulting in failure in their use and diffusion. Observing the current situation, it can be understood how this view of seniority is no longer exhaustive and truthful: the elderly person must be considered as an active user, still capable of exercising agency, moved by needs and desires that go beyond care and assistance, a bearer of experience and knowledge. Thus, it is clear that design strategies for the development of services and products dedicated to this category of users must necessarily broaden their horizons and begin to take into consideration areas that have been little explored, such as education and entertainment, well-being, and sociality. Therefore, in a context that is innovative, because it is actually unprecedented, the role of research institutions within design universities can become crucial in directing both research and industrial application to generate new solutions that meet changing needs. The contribution seeks to present the research experience carried out on the topic of the silver economy and active ageing in a context of collaboration between academia, public institutions, and industry, and it is aimed at highlighting an unprecedented way of co-creating value: a platform capable of building continuous connections between the professional and research communities in the field of the silver economy and active ageing, based on a multi-disciplinary approach, whereby not only the main fields will be integrated, but also disciplines and competences that are not ordinary, but nevertheless capable of providing useful input to guide innovation processes in various aspects. The platform also enables the actors involved to continuously check the 'state of the art' in the areas of interest and to develop further lines of research, guaranteeing a pragmatic and creative approach, capable of directing resources in the most effective way. The contribution is concluded presenting some potential domains of interest, identified through the first stages of exploratory research, aimed at mapping, with a macro perspective, the complexity and potential of the silver economy and active ageing sector: mobility, housing, culture, fashion, social care, healthcare, wellness, and entertainment.