The initiative will be formed by a group of creators from different areas of activity who will develop projects for the silver economy
Advertisers Lara Magalhes and Thati Bissoli, from Fbiz, announced the launch of Coletivo 45+, which aims to move the communications market by putting the “silver economy” in focus, whether through projects, campaigns, studies and debates to boost the employability of this public.
With actions aimed at combating ageism through the inclusion of this public in thoughts about products and services, the collective will be formed by a group of creators from different areas of activity who will develop projects for the silver economy.
“The idea that initiatives can arise through a specific demand from a client or brand but also through our Collective of Creators who also specialize in the silver economy. When we talk about a group of creators, we refer to the broadest sense of the word It doesn’t mean that we are going to restrict our activities to advertising”, explained Lara Magalhes.
The areas of audiovisual, BI, art direction, photography, influencers, artificial intelligence, journalism, technology and user experience are already being served by the collective.
According to a study launched by Ernst & Young, in partnership with Maturi, in 2022, ageism is a reality already recognized by 78% of companies. With Coletivo 45+, support from partner companies can be through the creation of projects that provide opportunities for experienced professionals and studies that allow us to better understand the public of the silver economy.
“These corporations interviewed consider themselves ageists and admit that they do not have policies to avoid discrimination based on age in their selection processes. Recognizing the problem is the first step towards combating measures. We cannot forget that this will be the main consumer public in the coming years”, added Bissoli.
