During the COVID-19 crisis the members of the age of wisdom were disconnected from the social and virtual sphere. The Kehilla (community) initiative wishes to change that through a human and technological service network, which will connect members of the elderly population, for the benefit of society at large.
The coronavirus crisis shed a spotlight on a forgotten population – the senior citizens. Workplaces and retirement ages that were designed in the 1940s fail to reflect the dramatic increase in life expectancy. The population is aging quickly, and many retirees still have some 20 more years of economic and social productivity in which they can contribute to society, themselves and their families.
The COVID-19 crisis accelerated the digital mobility revolution and its impact on the public sphere, the economy, consumption, and the labor market. Some examples are the disappearance of traffic jams as a result of the massive use of online communication, or the purchase of Moovit by Intel, transacted over Zoom, without a physical meeting between the parties. Video calls have changed the cultures of office work, social encounters, school, and university classes. Commerce also moved online all at once, medical services were replaced by telemedicine applications, and more.
The closure of the public sphere placed a tremendous albeit temporary barrier on the entire public’s mobility, and proficiency in communication technologies and digital applications became an existential need all over the world. Members of the generation born with a screen in their hands adapted to the new reality easily, and hardly felt limited at all. But the elderly (digital immigrants) found themselves confined to home, disconnected, cut off from the online universe, and struggling to adjust to life in confinement. The loneliness they suffered was a traumatic experience.
Now that the curfew has been lifted and people can leave their homes again, it appears that some lessons have been learned. Those who returned to work wish to adopt the advantages of working from home. Many will continue enjoying consumer and social activities from home. Similarly, the elderly, returning home (to retirement) from decades of work, can also enjoy the advantages of the digital world as a bridge to the public sphere – with or without the coronavirus, and in case they suffer a decline in functioning – but they must improve their technological literacy.
Missing out on senior citizens’ buying power
As I argued in my column a question of consumerism, the culture of online services left many senior citizens outside of the circle of consumption. They are a market segment with considerable buying power and contribution that was excluded and missed in many dimensions. The COVID-19 crisis may have exposed the medical and economic vulnerability of the elderly population, but the attempt to protect their health through social isolation, without sufficient technological support, made it impossible to benefit from their potential contribution to economic productivity and social capital. Based on their physiological, cognitive and emotional status, many of them can be valuable resources of social capital. The supply of employees from the age of wisdom to economic and cultural productivity is presently completely overlooked.
The Kehilla initiative
The purpose of the initiative: “Having someone to count on and someone to talk to.” Creating a human and technological service network for the needs and wishes of the elderly population.
The first and necessary step to achieving that goal is bringing the older population back into the social-economic “radar coverage.” Building a meeting place – a marketplace accommodated to the culture and needs of the elderly – is an obvious step to integrating the community into the socio-economic and cultural system.
Building a highly credible marketplace – rebuilding trust
A marketplace is a safe meeting place for customers and suppliers, a place where an active and vibrant community serves itself. Where there is no trust there will be no value-creating exchange. Lack of familiarity undermines human connection, just like the lack of technological literacy undermines the sense of security in the online sphere.
The mission of the Kehilla initiative: realizing the quality of life and sense of value of the elderly population through an hybrid personally customized technological and human system.
Improving literacy and sense of security in the online sphere through accessible technology and close human support. The easy access to a network of skilled professionals, transportation services, contents and social activity, will help the senior citizens enjoy a high quality of life at home and active social life in the community.
The COVID-19 crisis not only brought public attention to this forgotten population, it also drove the message home to the senior citizens that if they want to be an inseparable part of the community they must acquire the necessary skills. The establishment of the Kehilla initiative is an answer to the claim that the elderly have finished doing their part. They have a founding stake in this place, and are not going to give it up so soon.
Boaz Tamir, ILE.
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