According to the European Commission, the silver economy covers economic opportunities arising from public and consumer expenditure related to population ageing and the specific needs of people aged over 50. The size of the European silver economy is estimated at € trillion. It continues to grow and is expected to contribute over € trillion to Europe's economy by aging of European societies is a societal challenge that requires multifaceted responses from policy makers, researchers, NGOs, as well as businesses. Demographic change is a reality that cannot be ignored. However, as with any challenge, it also offers opportunities to innovate and seize new market the digitalisation trend has made possible many new products and services that increase the quality of life of older Europeans. During the webinar, you can find out more about the opportunities that demographic changes bring to SMEs as well as hear about inspiring practical examples of how other regions have supported SMEs in the silver economy sector.