Campinas boosts the 'silver economy' with growth in workers and consumption by people over 50

The aging of inhabitants in Campinas (SP) has boosted the so-called "silver economy", which brings together economic activities, products and services aimed at people aged 50 and over. The concept emerged in Japan in the late 2000s, when the elderly population became predominant.

This change has transformed both the job market, which has maintained or hired more older employees, and the consumption profile, which has required traders to adapt.

According to data from the 2022 Census, carried out by the Brazilian Institute of Geography and Statistics (IBGE), 31% of the population of Campinas is 50 years old or over. The percentage exceeds that recorded in the state of São Paulo (29.8%) and in Brazil (27.7%).

More workers

Raquel works as a store consultant in a shopping mall — Photo: Reproduction/EPTV

A survey by Sindivarejista, based on data from the Ministry of Labor, showed that the proportion of workers aged 50 or over in Campinas commerce rose from 14% to 17.5% between 2022 and 2025. The increase represents almost 4 thousand new employees in the sector.

"It is important to describe that there was not only growth in the 50+ population, outside the counter, the consumer. We noticed that the more mature population is also inside the commercial establishment, that is, inside the counter", pondered economist Jaime Vasconcelos, from the Retail Union (Sindivarejista) of Campinas and Region.

Store consultant Raquel Aburadi, 62 years old, is an example of this presence in the market. Having worked in the same shopping center for eight years, she attributes her professional success to seriousness and commitment.

"This is really cool, this credibility, this respect. I think it's serious. I'm committed to my word. My vitality, my head, wow, I get a lot of pleasure. Especially because work, for me, is a source of pleasure", he commented.

In the supermarket sector, the presence of the silver economy stands out in several areas, from administration to direct service. Packer Francisco da Silva Souza, 58, has worked in the same place for 12 years and considers the job his second home.

For him, staying active in the market means health, life and independence to pay the bills and consume. When asked about how long he intends to continue working, the answer reflects his willingness: "As long as God wants. If it's up to me, I'll go up to 100."

Impact on consumption

Jaime works as a packer in a supermarket — Photo: Reproduction/EPTV

The change in consumption can be measured by the increase in the population over 50 years old in the city. In 2010, Campinas had 255.7 thousand residents in this age group; in 2022, the number jumped to 353 thousand inhabitants.

This reality was reinforced by a survey by Data8, according to which Brazilians aged 50 or over already generate around R$1.8 trillion per year in consumption, with the potential to reach R$3.8 trillion by 2044, when they should account for approximately 35% of the country's entire consumption.

The study also shows that 76% of this population represent the main source of income for the family and that 39% are the only source of income for the household.

"Increasingly, commerce needs to pay attention to this population, which is an increasingly active population, which seeks and has income, and which wishes to have, in the years ahead, a higher quality of life", highlighted Jaime.

In a beach clothing store in the city, the strategy of investing both in products aimed at the 50+ public and in experienced employees resulted in larger deliveries.

"Today it has represented a lot, because not only talking about the commercial, but also about the production itself, it is a more mature audience, which has delivered more and has perhaps even taken on a demand that the young audience has not adhered to", stated a manager, who did not want to be identified.

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