The megatrend Silver Society: demographic change in Europe


Older man sitting in a library reading a book - Silver Society
The most important facts about the “Silver Society”

reading time: ca. 5 minutes

  • Unlike "normal" trends, megatrends can reshape a society and have a global impact. 
  • The megatrend Silver Society defines elderly people's role in our society which is becoming more and more relevant and positive.
  • In future, the older generation will aspire more towards self-determination and social responsibility than towards success and status.
  • Companies need to establish future-oriented measures to motivate elderly employees as well.

Demographic ageing is visible worldwide and influences all areas of life. At the same time, the idea of "ageing" is changing from a resting lifestyle to a more active and engaged one.

As a result, we need to adjust to an ageing society and develop meaningful measures with foresight. But the megatrend Silver Society also brings numerous opportunities with positive effects.

What is a megatrend?

Trends are both observable and difficult to influence: They are capable of triggering a new social, economic or technical movement. In 1982, John Naisbitt first used the term “megatrends“. The concept is still part of today‘s futurology. 

How does a trend become a megatrend? There are four factors determining the emergence of megatrends:

  1. Duration: They are long-term and last for several decades, to be more precise at least 50 years.
  2. Globality: They are global, but they do not occur everywhere at the same time and to the same extent.
  3. Complexity: They help to make a multifaceted and highly complex social change understandable.
  4. Omnipresence: They do not only show up in society, but also in politics, media, culture, consumption and last but not least in everyday life.

Megatrends provide guidance in times of change and transformation. They combine a variety of individual trends and can transform entire societies.