On behalf of Grzegorz Tchorek, Ph.D., we would like to invite you to participate in a scientific seminar on 20 March at 5 p.m. in the Faculty Council Auditorium at the FoM UW, devoted to silver singles. At the meeting, Tomasz Zalega, PhD, Prof. UW will present the results of research published in the monograph entitled ‘Urban silver singles. Material situation. Consumption. Consumer behaviour and trends’.

The seminar will take up the important issue of elderly single people, who, as the author points out, are active consumers who are more likely than previous generations of elderly people to seek to satisfy their needs. This means that old age does not necessarily mean a reduction in consumption potential, but only a partial modification of it. In addition, Dr Zalega, Prof. UW, will try to prove that sometimes lonely old age is accompanied by an increase in activities inspiring identity-related consumption, in line with the so-called identity renaissance, consisting in a renewal of intellectual activity triggered by life changes typical of the post-youth period. Some single seniors are experiencing a kind of revival of their previous personal projects and ambitions and are looking for new activities that can enhance forms of self-expression. In this light, lonely old age takes on a new meaning as a flourishing period of renewal in which seniors have the time and resources to engage in different areas of activity that were not possible during their adolescence or adulthood. Consumer behaviour is undoubtedly one of these.

The undoubtedly inspiring and interesting topic of the seminar will be an opportunity for reflection and discussion to which we invite you.