Changing The Negative Narrative Of Aging: A Case Study On Sexual Wellness Services For Women In Later Life

The global longevity trend requires a paradigm shift in the design of services related to later life. Traditionally centered on the negative narrative of aging, service interventions have targeted sectoral domains such as assistance and healthcare. In- stead, a silver society demands services for the mainstream market, addressing the desires of individuals who lead fulfilling lives at all ages. This paper examines a case study investigating sexual wellness in women's later life. Service design elevates this marginalized topic in active aging discussions to a common concern in a cultural service as output. The methodology combines ethnographic research and participatory de- sign: it involves interviews and co-design sessions with experts and women in later life. Emphasizing the significance of a participatory process, the study underscores the vir- tuous circle of learning from participants and providing them with tools for reflecting on their life experiences, positioning design as a political and empowering practice.