The characteristics and potential of increased life expectancy as a driver of positive societal and economic change

Can ageing be seen as a resource rather than a burden? This is particularly relevant today in an era of welfare and a general increase in life expectancy, at least in so-called affluent societies. The reality is that an ageing population is often portrayed as a problem for public finances and the welfare system itself, the very system that has contributed to this demographic shift. Alberto Brambilla, President of the Itinerari Previdenziali Centre for Studies and Research, in his recently published book ‘Longevity Economy. Da Silver a Longevity, la grande economia dei prossimi decenni’ (From silver to longevity, the great economy of the coming decades), asks whether ageing might not, in fact, be one of the greatest economic opportunities of the coming decades.
In order to answer this question, Brambilla analyses the structural transformation of Western societies, drawing on data and observations of the increase in life expectancy and the growing influence of the over-50s on consumption, savings, and economic trends. Above all, the author emphasises that this section of many contemporary societies represents a wealth of experience, skills, spending power and savings which is still widely overlooked. The book’s message is clear: to promote the role of people over the age of 50, public policies, business strategies and personal services must be rethought to better reflect demographic realities.
This is the Longevity Economy that Brambilla describes, which could guide business strategies, services and public policies towards a model that makes the most of every stage of life. In this way, longevity, a consequence of progress, becomes a driving force for progress and inclusion, capable of transforming the culture of community life and production.

Longevity Economy. Da Silver a Longevity, la grande economia dei prossimi decenni
Alberto Brambilla
Guerini Next, 2026