Silver Awareness Sustainability: lo sviluppo sostenibile in una società che invecchia

The transition toward an aging society challenges traditional approaches to sustainable development, urging a rethinking of generational roles in the pursuit of ecological, social, and economic balance. This chapter explores the intersection between aging and sustainability through a multidimensional and intergenerational lens. Drawing on recent policy briefs, empirical data, and theoretical insights, the study emphasizes the crucial role older adults can play in fostering sustainable behaviors and promoting responsible consumption. Anchored in the framework of the UN 2030 Agenda for Sustainable Development, the analysis investigates how seniors perceive and engage with sustainability, the structural and cultural factors shaping their behaviors, and the impact of age-related inequalities on policy effectiveness. The findings reveal that, despite often being considered vulnerable to the effects of unsustainability, older generations possess unique resources – resilience, experience, and numerical relevance – that can contribute significantly to systemic change. The chapter argues for inclusive communication strategies and targeted policies that recognize generational diversity, counter ageism, and enhance seniors’ participation in building a more sustainable and equitable future.