The report "Population Projections 2022-2072" from the National Institute of Statistics says that, between now and 2030, almost a third of the population will be over 60 years of age. The progressive aging of the population is a reality and, as a developed society that we are, we have a duty to promote well-being in old age so that all people can be and do what they want.
The new CaixaBank “Blessed Age” campaign is precisely about this, promoting active ageing, an initiative that was created to give visibility to the elderly as an active and fundamental part of society and contribute to reinforcing the creation of senior benchmarks. That is why its protagonists are Leopoldo Abadía (89 years old), who has written more than 12 books since he turned 75 and many are sales leaders; Anabel Ávila (63 years old), gamer and streamer who challenges the youngest in 'League of Legends', since she left her manicure business due to the pandemic; Enrique Ayala (90 years old), Spanish tennis champion and among the top 5 national positions in the tennis ranking 85; and María Teresa Saperas (91 years old), who started at the age of 78 and created her own reusable diaper company.
"There are more and more references for older people, but we still have a long way to go," says the successful entrepreneur. She wanted to give CaixaBank a voice and face to all of them so that they show the value of experience and senior talent through her stories, which have been reflected in four audiovisual pieces
This campaign has its starting point in the preparation of the "Study on active ageing" that CaixaBank has carried out to find out the opinion of the elderly on the current situation of active aging in Spain and help raise awareness in society about its importance. While 48% of the participants between the ages of 60 and 80 consider themselves to be active, 72% say they would like to be more active.
What activities help our elders stay active? Six out of ten respondents practice sports and leisure activities, and more than half spend their active time studying, learning things, reading or doing different hobbies or crafts. To a lesser extent, 46% consider themselves active because they take care of family members and 14% because they organize or participate in volunteer projects.
The report also points out that one in three Spaniards says that being active does not depend on a specific age and more than 90% think that the fact that older people stay active has an impact on better physical and mental health, and increases longevity. . Although these opinions contrast with a very unfortunate fact: 64% of the participants consider that in Spain there are prejudices towards the elderly.
In this sense, practically all of them affirm that senior talent and experience should be valued more, and more than 60% emphasize that there are no senior role models that inspire other older people to continue being active. This is where CaixaBank's 'Blessed Age' campaign is more necessary than ever. Because they are older, but they want to and believe in their valuable contribution to different areas of society.
Thus, more than three out of four Spaniards point to their own value as social references due to the experience provided, in a greater proportion those with secondary or higher education, followed by 70% who affirm that they can contribute more as people with more wisdom. To a lesser extent, 66% indicate that they would contribute to society as professionals to be consulted; 62%, as people with a more global vision; and 60%, as references in adverse historical situations and consumers with their own opinion. Finally, 47% think that they can contribute as caregivers of children or grandchildren.
With more than 4 million customers over the age of 65 and a share of more than 30% in direct deposit pensions, CaixaBank is positioned as the benchmark entity in the senior segment in Spain. This is a fundamental reason why the bank is promoting care for the elderly through a global offer of specific services.
From the deployment of senior managers, specially trained in gerontology to advise the group, to the reinforced service in the CaixaBank branch network, the largest in Spain, with a presence in more than 2,200 municipalities and a strong presence in rural areas; or personal accompaniment in the use of ATMs. And also with the promotion of training initiatives in digitization or the creation of an exclusive telephone number for senior clients that is only answered by people.
