Rural areas need innovation too

Grand challenge on ageing must not neglect the places with the oldest populations, say Patrick Bonnett and his colleagues.

In the UK, the number of people aged 65 and over is forecast to increase from 11.8 million in 2016 to 20.4m by 2041. Similar trends are playing out worldwide, particularly in Europe, North America and Asia.

This presents both challenges and a huge opportunity for UK businesses to work with citizens and researchers. A 2018 report estimated that Europe’s “silver economy” of over-50s is worth at least £3.1 trillion a year.