The Chamber of Commerce of Navarre has initiated an innovation, employment, and entrepreneurship programme, funded by the Navarre Employment Service (Servicio Navarro de Empleo-Nafar Lansare), to encourage new projects targeting the senior market. The programme concluded with an event showcasing the business opportunities within the silver economy in the region.
The longevity economy represents 30% of Navarre's GDP and involves nearly 1,500 companies. Demographic changes and an increasingly elderly population are creating new business opportunities in Navarre. Eight entrepreneurs have developed projects addressing the needs and demands of the senior population in areas such as emotional well-being, care, training, leisure, cognitive fitness, and family mentoring.
This initiative was part of a broader programme aimed at fostering innovation and entrepreneurship, which included training sessions and guidance for entrepreneurs to understand the senior market, identify opportunities, and develop new business lines in a sector with significant growth potential.
The programme began in March with the presentation of a study on the longevity economy, followed by four workshops on ageing, longevity, and well-being, as well as the characteristics of the silver economy and innovation ecosystems. A total of 32 participants attended these workshops. Subsequently, 18 students with business ideas received specific training and tools to advance the design and validation of their entrepreneurial projects. The programme also included individual advisory sessions for nine entrepreneurs to refine and develop their business ideas.
The closing event, titled “Longevity Economy: Innovation and New Opportunities,” was inaugurated by Esther Fernández, the managing director of the Navarre Employment Service. Alberto Bokos, CEO of Plataforma50-Hacking Longevity, delivered a keynote speech on the implications of living in a society with longer lifespans. He emphasised that the increase in life expectancy should be viewed as a social and economic opportunity rather than merely a demographic challenge.
Bokos highlighted new avenues for innovation and entrepreneurship in areas such as health and care, senior talent, housing, financial autonomy, and intergenerational relationships. During the event, two successful business cases were presented by Idoia Urmeneta Varona, coordinator of VidAAs, a centre for innovation focused on new longevity and autonomous living, and Germán Sánchez, manager of Opportunity Health, a Navarre-based company developing Opportunity, an automatic and self-applicable medical device designed to save lives in choking emergencies.
Varona stressed the importance of reframing ageing not just as a care challenge but as an opportunity for economic and social transformation, promoting autonomy, inclusion, intergenerational collaboration, and improved quality of life over the years. Sánchez showcased Yarnasa, an innovative health device created in Navarre to assist individuals experiencing choking incidents when alone, addressing a significant need in an increasingly ageing society where more people live alone and face risks associated with loss of autonomy.
Both speakers underscored that longevity presents real opportunities for entrepreneurship and innovation, developing solutions that enhance the safety, autonomy, and quality of life for older individuals. The silver segment accounts for 30% of the regional GDP, equivalent to over €6.6 billion annually, and encompasses nearly 1,500 companies.
According to the head of Economic Studies at the Chamber of Commerce of Navarre and author of the report “Map of the Silver Economy in Navarre,” the region is well-positioned to develop the silver economy, a strategic sector linked to the needs, consumption, and well-being of the population over 50 years old. This demographic segment generates between 63,000 and 78,000 jobs, representing 20% to 25% of total employment in Navarre. Furthermore, the related business ecosystem includes nearly 1,500 companies across diverse sectors such as health, care, housing, tourism, technology, and financial services.
The impact of this sector is also reflected in consumer behaviour, with individuals aged over 55 accounting for 52% of total household expenditure in Navarre, particularly in housing, leisure, food, and health. This consumption pattern, combined with greater economic and asset stability, positions the senior demographic as a key driver of economic activity.
