Estimates show by 2025/30 around 25% of the creative industries market will rely on older consumers. While this offers a major opportunity for creative industries, it also presents a challenge, with businesses under-prepared to meet the needs and aspirations of this new and rising demographic.

The Awen Institute encourages collaboration amongst experts. It brings together the creative industries, researchers, older people and older people’s stakeholder groups to co-produce new solutions through research and development for this increasing demographic. This institute is pioneering the next wave of breakthroughs designed to help us live fulfilling lives as we age.

Our mission

Older people should be valued members of society. The Awen
Institute is undertaking co-created research to develop innovative
solutions that will improve life for all of us as we age.

Our core values

Innovation

Develop new creative responses and implement practical solutions
for ageing societies.

Inclusion

Place older people at the centre of our work to enable the cocreation of products and services for this increasingly significant
market segment.

Collaboration

Utilise relationships to stimulate integrative support for innovation
and research-intensive collaboration.

Expertise

Place academic excellence at the forefront of our work to ensure
expert research is undertaken.