From personal awakening, cultural awakening, policy awakening to industrial awakening, the "Strong generation" movement replaces the negative labels of the past with a new term and constructs a new direction for individuals, industries, and policies in an aging society.
"Strong Generation" refers to the generation born after World War II, aged 55 and above. This group of people possesses characteristics such as longevity, high intelligence, and significant assets. The defining features of this generation include being healthy and active, having substantial purchasing power, and possessing solid professional skills. The term "Strong Generation" aims to replace negative terms like "elderly" or "silver-haired generation," challenging society's negative perceptions and traditional stereotypes about aging.
The "Strong Generation Association" is founded on this concept and, through the collaboration of media, academia, various organizations, as well as partnerships with the government and businesses, aims to reshape the discourse on aging, transform society, and create a harmonious and innovative future across generations. The unprecedented trend of super-aging and longevity will usher in a new era, bringing about unprecedented challenges and opportunities. How we face and perceive it will drive the largest economic potential of the new era. We are establishing the ideology and strategies of the Strong Generation to embrace the new era.
Changing the mindset to transform the "silver-haired generation" into the "Strong Generation" is essential for them to have a fulfilling third phase of life. With the goal of facilitating "personal awakening," activities such as publishing works, organizing events, giving speeches, and offering courses are conducted in community colleges, churches, universities, Rotary clubs, and other organizations. These efforts aim to help numerous members of the Strong Generation break free from traditional stereotypes and bravely pursue their third phase of life.
In the presence of the Strong Generation, which is highly mature, aging, and possesses significant assets, industries still do not have a sufficient understanding of the aging market. The longevity economy is considered the most significant economic force of the 21st century. We offer insights and creative solutions to seize the opportunities presented by the aging market. By harnessing the vast wealth held by the Strong Generation, we can create countless emerging industries, drive the entire longevity economy, and provide young people with unlimited entrepreneurial and employment opportunities.
Faced with the severe challenges posed by the super-aging society and declining birth rates, "subsidy-based" patchwork policies such as long-term care plans, elderly-friendly services, and laws promoting the employment of middle-aged and elderly individuals have become outdated. They cannot keep up with the needs arising from the rise of the Strong Generation. We set our sights on the government, hoping to provide a new direction for the public sector and prepare Taiwan for the next historical phase.
Poverty encompasses not only economic aspects but also ensuring that all ethnic groups have equal access to economic resources, basic services, land, and other forms of property ownership, control, inheritance, natural resources, new technologies, and financial services, among others. Nowadays, this may involve individuals' digital capabilities. Therefore, in addition to eradicating poverty, it is essential to enhance the digital life skills of the strong generation, enabling them to have equal access to social resources.
In addition to general health prevention and treatment, mental health is also a crucial aspect of this goal. The psychological well-being of the Strong Generation is often overlooked.
Equal education includes the Strong Generation as well. Many Strong Generation individuals wish to continue their education or complete unfinished university studies, and it is essential to ensure fair, affordable, and high-quality higher education opportunities.
Ensuring that Strong Generation women can participate fully and effectively in politics, the economy, public decision-making, and have equal opportunities for leadership and decision-making at all levels.
Allow Strong Generation individuals who are willing to continue working to do so.
Develop high-quality, reliable, sustainable, and resilient infrastructure that is also age friendly. This infrastructure should cater to the needs of aging Strong Generation individuals.
Ensure equal opportunities for the Strong Generation and reduce inequalities, including anti-discrimination laws, policies, and practices, and promote appropriate legislation, policies, and actions.
Provide a safe, affordable, user-friendly, and sustainable transportation system for everyone, including the Strong Generation, to improve road safety.
Develop and implement policies, monitor the impact of sustainable development on job creation, and promote sustainable tourism that enhances local culture and products. The revitalization of local areas contributes to sustainable tourism.
Ensure that decision-making at all levels responds to public opinion, is inclusive, representative, and free from discrimination. Promote and implement non-discriminatory laws and policies to achieve sustainable development.
Strengthen global partnerships for promoting sustainable development through multilateral cooperation, mobilizing and sharing knowledge, expertise, technology, and financial resources to support all countries, especially developing nations, in achieving sustainable development goals.
Faced with the irreversible trends of aging and declining birth rates, the labels such as "silver-haired," "elderly," and "seniors" used in the past to describe the aging population have become trapped in stereotypical descriptions. There was a lack of direction and a lack of a sense of belonging. At the same time, the government, media, businesses, and the public continued to "deal with" the middle-aged and elderly population without truly capturing societal attention. The problems remained unsolved, creating a vicious cycle that could lead to a stagnating economy and significant harm.
Therefore, Dr. Chun-Cheng Wu, the founder of the association, introduced a new philosophy of aging called "Strong Generation" as a label. The Strong Generation UNESCO Association was established on August 27, 2021, to initiate a label revolution starting with "Strong Generation." The association aims to produce aging-related content distinct from "long-term care," "social issues," and "social welfare." It seeks to transform the "stories" of the middle-aged and elderly population in the media and marketing world, open new imaginations for the third phase of life for this demographic and promote aging as a mainstream focus with a more directional identification.
It reached the top of the pre-order chart on the Books.com.tw online bookstore, became a bestseller in its first week on the market, and secured the top spot on the new books chart.
Non-Profit PR Gold Award
PR Influence Person of the Year (Dr. Chun-Cheng Wu, Chairman of the Association)
Innovation Spirit Award - Silver Award in the Diversity and Inclusion Advocacy category
The first Taiwanese brand to ever win this award, becoming a shining example for Taiwan!
Engaged in thematic speeches at government agencies and corporate organizations, offering Strong Generation Speaker courses and "Once Upon a Time, I Was..." autobiography courses. Through various activities, it leads middle-aged and elderly individuals to discover new life values and achieve a fulfilling third phase of life.
Conducted courses all over Taiwan, training over 1,000 participants to become catalysts for societal transformation, planting the seeds for the liberation of the elderly.
Introduced the Dutch "Once upon a time I was..." autobiography book edited by Lavinia Bakker, adapting it into an Asian version titled "A GIFT: Autobiography - A Gift to Yourself." Organized writing workshops, helping thousands of people write their autobiographies, and hosted the "Once Upon a Time, I Had a Wonderful Life Award" to encourage autobiography authors to share their stories, inspiring the Strong Generation to pursue self-fulfillment.