Trama | 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 positively impact 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 of determining its value and selling it as a service to struggling businesses. |