In 2017, as middle-aged individuals, we reached a clear and urgent realization: we had to act. Observing how people grow old today, how they are looked after — and what ageing and elderly-care may look like for our own generation — we saw deep structural gaps that can no longer be ignored. From mental health and care to housing, community life, and dignity in later years, ageing affects every layer of society. Addressing it requires action at every level, from individual awareness to community practice, and from grassroots initiatives to policy change.

We work across all these levels, knowing that no single actor can create meaningful change alone. That is why we build cross-sector cooperation and social ecosystems, bringing together communities, municipalities, companies, academia, and civil society. Our goal is nothing less than to contribute to an actively ageing, caring, and resilient Europe—where ageing is met with awareness, solidarity, and shared responsibility.