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FIRSTMOVE - 2021 | Ældre Sagen

Ældre Sagen


Who wants to feel old? Who wants to be addressed and perceived as old? Since 2005, Firstmove has collaborated with Ældre Sagen (The Danish Age Association) and solved multiple issues, the result of which has contributed to a completely new view on age. Ældre Sagen has continuously developed and renewed itself during the past eleven years while the collaboration has been in progress. Moreover, Ældre Sagen has experienced considerable growth from 470.000 members to its current 820.000 members.

Most recently in 2015/16, Firstmove studied the changing attitude towards age and how it will further alter over the course of the next 5 years. Furthermore, Firstmove identified Ældre Sagen’s challenges and opportunities for engaging in new focus areas.

“Firstmove has been a strong collaborator and has drawn some clear and thought-provoking images of the future and our organisation. Their results have been a valuable basis of inspiration for our deliberations on future development”.
Bjarne Hastrup, Director, Ældre Sagen