The Awen Institute brings together leading researchers with older people and the creative industries to co-produce products, services and environments for an increasing older population. Part-funded by the European Regional Development Fund (ERDF) through the Welsh Government, the institute is being led by Swansea University, in partnership with University of South Wales and University of Wales Trinity Saint David. Estimates show by 2025/30 around 25% of the creative industries market will rely on older consumers. While this offers a major opportunity for the creative industries, it also presents a challenge, as many businesses are under-prepared to meet the needs and aspirations of this new demographic. The Awen Institute aims to address this challenge through collaborative research and development work. This institute is pioneering the next wave of breakthroughs designed to help us live fulfilling lives as we age.
