Guest article by Lola C. Duque, Luis Santamaria and Tor Andreassen
Our world is evolving at an unprecedented pace, and so are the challenges we face. One significant challenge lies at the intersection of technology and demographics: the shift toward a digital and aging society, which presents a remarkable opportunity to leverage innovation to enhance the well-being of millions globally.
On May 13-14, 2024, we convened at the “Thought Leadership Conference: Innovation for a Digital and Aging Society” in Madrid, where we explored and developed valuable ideas that will underpin future academic papers. Our target is a special issue on the topic in the Journal of Service Management (JOSM).
This research initiative, spearheaded by Professor Tor W. Andreassen; the Norwegian School of Economics, within the Innovation Index Coalition (IIC), brought together IIC partners and distinguished service researchers, including Professors Jochen Wirtz (National University of Singapore), John Bateson (Bayes Business School), Cristina Mele (University of Naples Federico II), Werner Kunz (University of Massachusetts), and Lars Witell (Linköping University), among others.
Day 1: Setting the Stage
The event commenced with a welcome address by Professor Carolina Marugán, Vice-Rector for Internationalization at Universidad Carlos III de Madrid (UC3M). She emphasized the significance of the conference theme by highlighting demographic trends in Spain. Professor Andreassen followed, outlining the conference’s objectives and emphasizing exploring new research areas.
Two keynote lectures inspired us: Professors John Bateson‘s “Coming of Age: Research Topics” and Jochen Wirtz‘s “Healthy Aging and Quality of Life: How Can Intelligent Automation, Service Robots, and AI Help?” As populations age, we encounter challenges such as rising healthcare costs, a shrinking workforce, and the need for age-friendly infrastructure.
Following these lectures, participants engaged in team-based discussions to explore innovative ideas and opportunities related to aging and healthy living in a digital society. The day concluded with a delightful dinner at the iconic Gran Via in Madrid, fostering further idea exchange and community building.
Day 2: Delving Deeper
The second day began with Cristina Mele‘s lecture, “Value Co-Creation for an Aging Society – How to Foster New Practices?” She discussed the increasing pressures on healthcare systems due to the aging population and introduced concepts like “onlife agency” and “phygital materiality,” which blend online and offline experiences to influence consumer behavior.
Professor Werner Kunz‘s lecture, “Living with Service Robots: Towards a New Normal in an Aging and Digital Society,” explored how digital innovations can enhance the lives of elderly individuals. He provided concrete examples of how digital nudges and assistance can improve their well-being.
The day continued with team-based work, culminating in our “harvest” presentations—the innovative ideas and research proposals generated during the conference. The feedback sessions were invaluable, providing insights and suggestions for impactful research. Overall, the conference was an enlightening experience that deepened our understanding of the challenges and advancements in addressing the needs of an aging society.
Day 3: Building on Success
The Innovation Index Coalition (IIC) is a global collective of academic research partners who are committed to infusing the customer perspective into the discourse surrounding invention and innovation.
On May 15, the IIC held its coordinating meeting (4th IIC Summit). Mercedes Esteban-Bravo, Director of the Department of Business Administration at UC3M, welcomed participants and highlighted the Spanish Innovation Index’s impact on various stakeholders. Professor Tor Andreassen, one of the founders of the Norwegian Innovation Index and the IIC, set the meeting agenda and outlined the IIC’s forthcoming research challenges.
Country leaders shared their experiences, offering valuable best practices. Werner Kunz provided key recommendations to enhance the operations and impact of the IIC initiative. The day concluded with discussions on exploring synergies to further strengthen the coalition.
Check out the pictures from the TLC and IIC Meeting in Madrid
