Sustentabilidade econômica e a utilização de tecnologias digitais nas operações empreendedoras de mulheres idosas

Abstract

The demographic profile continually shows an increase in the life expectancy of the elderly, increasing attention to this population and reiterating the importance of following the new paths that will be offered to people with unique experiences and learning. Given the increase in the life expectancy of elderly people, combined with the importance of them feeling welcomed by society and the need to supplement their income, there is a need to use technology that encourages competitiveness and business efficiency for elderly entrepreneurs. In view of the above, this research aims to present how digital technologies can contribute to the economic sustainability of the entrepreneurial activities of elderly women. To this end, descriptive research was carried out with a qualitative approach. Data were collected through the focus group and examined through content analysis. The focus group was composed of 11 elderly women entrepreneurs, aged between 61 and 70 years old, working in different areas. Through the analysis of interview transcripts, several relevant aspects were identified that characterize the relationship between elderly women, digital technologies and economic sustainability. The main results include greater customer reach, process optimization, improvement of skills and provision of personalized services, which are directly linked to the economic sustainability of elderly women. The study also highlights the importance of combining traditional and modern methods, such as word of mouth and digital technologies, for business success. Digital technologies empower elderly entrepreneurs by modernizing their operations, ensuring the intelligent use of digital tools and maximizing their benefits. These technologies expand market reach and diversify sources of income, complementing pensions and providing greater financial security. Furthermore, these tools contribute to alignment with sustainable development goals and the Decade of Healthy Aging 2020-2030. [resumo fornecido pelo autor]