The silver generation has proved to be the toughest to deal with the crisis generated by the pandemic, amidst isolation, prohibitions and the fear of a disease that in many cases is fatal. In fact, 69.3% of the elderly claim not to have suffered from psychophysical stress since March 2020, while the figure drops to 23.3% among young people and 34.1% among adults. A great capacity for resilience and adaptation, an ‘urge to live again’ that has pushed the elderly to take off again. 43.4% of them will devote more time to personal care, using cosmetics, practising fitness, going to the barber or hairdresser and 24.7% are ready to renew their wardrobe. Moreover, 66,4% want to take at least one trip or holiday in Italy, while abroad is preferred by 38,4% and 46,3% are ready to have lunches and dinners out.