Global challenge: Population aging and their leisure time

This paper deals with one of the current discussions and global challenges related to the population structure. The rapid growth of number of elderly people is permanent fact not only in the Czech Republic or Europe, but it is global issue. For example, the share of people over 65 years old of EU Member States was 18,5 per cent in 2014 (Eurostat, 2015). Moreover the predictions indicate that this trend will follow next years. The changes of population structure significantly influence the society and governmental systems. The definition of this period of life is complicated because there is no strict lower age limit and quality of life really depends on the individual attitudes. Obviously the aging is connected with the personal changes: psychological, physical, social or health changes. These changes can impact on their everyday activities in the positive, but also in the negative ways. From another point of view, the aging can bring new possibilities for entrepreneurs and different industries. This paper focuses on the leisure industry and marketing communication. The aim of this work is identify the interest of elderly people in the leisure industry and highlight the importance of active aging. Moreover it point out new possibilities for companies in the leisure industry to adapt or offer their particular services to new customers - elderly people