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The Senior Economy
Ageism affects more than 1.3 million senior adults in Ecuador. The stigma that productivity decreases with age, puts their valuable experience at a disadvantage and causes them to withdraw from the workforce despite their continued potential to contribute. Banco del Pacífico as a leading financial institution wanted to address social issues, including ageism and unemployment among seniors, and to make a positive impact on the communities they serve. For this reason, they sought to transform the perception of seniors from a burden to an untapped market and created The Senior Economy. A new economic model that collects the work experience of senior adults for the purpose ot determining its value and selling it as a service to struggling businesses.
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