There is an economic power that the world, and Italy in particular, is looking at with increasing interest. It is the silver economy: former baby boomers now transformed into ‘splendid sixty-year-olds’ with money and free time to spend. In two words, the big spenders. According to an estimate made by Oxford Economics and Technopolis Group, it is calculated that by 2025 in Europe alone the « silver economy » will be worth 5.7 trillion euros, equal to almost a third of the Union’s GDP, and will employ 88 million people. According to UN estimates, 10% of the world’s population in 2000 was represented by the over-60s. This demographic segment will represent 15% of the population overall by 2025 and 21.8% by 2050, reaching a value of over two billion people.