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Economic Opportunities of an Ageing Society -
Silver Economy Northrhine-Westphalia
Health and Wealth Creating Healthy Solutions for
the Knowledge Society Health Kuopio in the
European Dimension Brussels, Nov 4, 2004
Dr. Wolfgang Potratz Institute for Work and
Technology Science Centre NRW
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"The elder generation will mould the future of
economy and society. The improvement of quality
of life in old age is an approach to mobilise
potentials for growth and employment." Memorandum
Economic Potential Age" 1999
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Germany ages threefold!
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what is meant by 'silver economy'?

• geriatric care assistance services
• housing, adaptations, accompanying services to
  enhance quality of life in age
• educational offers and new media for senior
  citizens
• leisure, travel, cultural and entertainment
  offers cut to the interests of senior citizens
• clothing and fashion for the silver generation
• products supporting everyday-life
• anti-ageing pharmaceuticals, nutrition and
  exercise

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objectives of 'silver economy NRW'
measures of this initiative are supposed to
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methods of the initiative
objectives are reached and measures realized by
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Organisational structure of 'silver economy NRW'
- responsibility Ministry for Health and
Social Affairs NRW - management
scientific Institute of Gerontology, University
Dortmund (FFG)
support Institute for Work and Technology,
Gelsenkirchen (IAT)
working groups
telecommunication and new media for seniors
housing, crafts and service supplies
leisure, tourism, sports, culture and wellness
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Money is not the bottle neck!

• NRW-income study 55plus
• household income average ca. 2500 /month
• disposable income Ø 710 per head and month gtgt
  ca. 1500 per 55plus household
• importance of income other than pensions is
  growing
• average pensioner household property 225.000
• But old age poverty is low but still 20 of
  55plus households have poor incomes

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NRW households 55plus expenditures
source FfG Dortmund
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household-expenditures in by all and by
50plus-households
source Fed. Stat. Office 2002, GfK 2002
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requests for household-services by
50plus-households
source GfK 2002
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living housing scenarios in age
financially independant
financial funding
"old people commune"
"Mallorca pensioner"
social integration
integrated
individualised
"cooking grandma"
"Caritas single"
dependant on state welfare schemes
source Hypovereinsbank 2001
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50plus live better and say good-bye to saving!
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The 'silver generation' - becoming more
demanding and critical!
growing demands health conscious, mobile and
independant, more interests in travelling,
culture, technology, fashion etc.
growing self-confidence and self-esteem well
funded, critical, quality and service oriented
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tourism active and intergenerative
pilot region health- and silver
tourism Teutoburger Wald and Lower Rhine
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• living housing leading an independant life

examples of projects one team for all
seasons services for support at home housing in
old age qualification of craftsmen to adapt
technical housing conditions made to
measure craft services for seniors in one
stop exhibitions of model solutions
living at home as long as possible
approved quality standards for sheltered housing
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• support of independant living by technology
• concept 'intelligent living'
• quality standard "conveniance quality"
• inHouse innovation centre 'intelligent house'
• TV communication technologies
• virtual retirement home
• telehealth-monitoring

don't be afraid of technology
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new media
handling the new media - a new basic cultural
ability

• opens up participation in societal life
• contributes to intergenerational dialogue
• supports building and maintenance of social
  networks
• promotes sales of ICT
• supports e-business
• makes fun!

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new media device for better services

• development and projects
• extended home emergency services
• telehealth-monitoring
• internet based logistics
• support of nursing families

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"There is nothing good but if you do
it"institutions in support of the silver
economy NRW

• Iserlohn Gerontotechnology Inc. the leading
  German centre in gerontotechnologies awards the
  quality mark "conveniance and quality"
• Eastern Westphalia Centre for Innovation in the
  health industries leading developer in housing,
  wellness- and health tourism, organiser of
  'health in old age' campaign technology network
  building
• Ruhr MedEcon Ruhr - integrated prevention-
  health care concepts, provision of prevention-
  and wellness facilities in the area, silver
  tourism, vocational and further training
• Rheinisch-Bergischer Kreis silver economy as an
  accent in local economic development

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'silver economy NRW' - a first balance

• employment additional jobs 2000
  (uncontrolled) multiplier effects
• for comparision 10.300 more jobs in nursing 2000
  -gt 2002
• growing awareness for health and silver economy
  many new big projects coming up
• foreign trade cooperation of enterprises to
  establish foreign trade relations with Japan
• big branch organisations join in
  - qualification centre 'silver economy' of the
  crafts- silver economy marketing campaign in
  collaboration with the Chambers of Commerce
• welfare organisations, associations of
  municipalities and associations of elder citizens
  collaborate
• concept and structures are imitated in other
  German states

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silver economy overall employment effects

• not yet reliably caculated
• ca. 2- 400.000 additional jobs in geriatric care
  ( 50 of all growth expected for the health
  industries) until 2015
• plus ca. 500.000 in leisure, education,
  culture, sports
• ( 5 more than today)
• but staff shortages are highly probable !

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silver economy NRW open questions and future
challenges

• employment silver economy is growing but does
  this also help the economy?
• organizational development, labour supply and
  qualification how to keep pace with actual
  demand of customers and employees' demands on
  modern working conditions
• living housing need attention sheltered
  housing in medium price categories, in private
  homes intelligent living housing concepts
• leisure and culture attract purchasing powers by
  improving innovativeness of quality of life
  products and services
• evaluate more thouroughly the effects on quality
  of life and work
• international marketing
• identify and overcome hindering legal regulations

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Bonn, February 17-18, 2005
Silver Economy in Europe 2005
Nordrhein-Westfälischer Handwerkstag
Gold-Sponsor
Silver-Sponsor
Projektträger
? www.silvereconomy.org
Bronze-Sponsor
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• Silver Economy in Europe 2005
• issues to be discussed
• silver economy status quo, perspectives,
  potentials
• tourism culture
• housing architecture
• household services networks
• new media and telecommunication
• financial services
• health, sports, wellness
• ? www.silvereconomy-europe.org

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• further activities application to INTERREG III C
• Silver Economy Network of the European Regions
  (SEN_at_ER)

• communication of experience, best practice,
  know-how
• organize cooperation
• carry out research, pilot and evaluation projects
  
• organize good-practice competitions
• publish memoranda and communications to interfere
  in public policy making
• support European silver policy issues
• All EU regions are encouraged to participate!