Launched by the Spanish publishing house Planeta, the book was presented in Madrid in December The book La revolución de las canas [The Gray Hair Revolution], written jointly by Antonio Huertas, MAPFRE Chairman and CEO, and Iñaki Ortega, director of Deusto Business School, analyzes why the positive effects of longevity outweigh the negatives and stimulate growth.
It combines two terms – ageing (growing old) and nomics (economy) – to highlight the opportunities presented by increasing life expectancy for the world and, in particular, for Spain. And it casts a positive light on this aspect, viewing the mature population as a valuable resource, a veritable innovation challenge.