The project stems from the awareness of the demographic pyramid reversal in Italy – a phenomenon expected to last for at least thirty years – which will result in people over 65 soon representing one-third of the population. This demographic shift calls for a redefinition of the role of older adults in society. Currently, around 10 million Italian seniors are in good health and possess the physical and mental energy to contribute actively to work and social life. The project promotes an innovative vision of the ‘new generative longevity’, recognizing it as a valuable asset for contemporary society. The project aims to enhance and promote the active inclusion of older adults in the labour market, acknowledge their skills and motivations, and foster a culture of well-being rooted in inclusion and active participation. The future of ageing is in our hands: supporting active ageing is essential to building a modern, inclusive, and prosperous society.