How Europe can bridge the digital divide amid an ageing demographic

Europe is at a turning point, with rapid digital transformation, record-breaking investments in artificial intelligence (AI), e-commerce and platform-based services promising previously unheard-of growth.

Nevertheless, this tech revolution is colliding with the continent’s demographic shift, leaving us with a growing problem: the digital divide between younger and older customers.

While recent Eurostat data indicate that the internet has become a daily reality for Europeans of all ages and that the generational gap in its use is narrowing, the remaining divide reflects different paradigms for using technology, not just habits.

As we rush to adopt the latest innovations, we risk creating a digital economy that unintentionally excludes older adults, not out of malice but due to misaligned assumptions about who our “typical” user is.

This is not just a user experience problem. It’s a macroeconomic blind spot that raises a big question: who is this digital economy really designed for?

This generation, born approximately between 1996 and 2012, is the first truly digital-native cohort characterized by its technological fluency and high expectations for digital experiences.

They dominate social media usage across Europe and demand immersive, mobile-first experiences from most sectors while still valuing physical branches in others, such as banking, for the “peace of mind” they provide.

Generation Z (Gen Z) isn’t content with convenience alone; they demand authenticity, inclusivity and accountability. For them, a subpar digital experience is not merely disappointing; it is a deal-breaker. And we listen to them.

In stark contrast, Europe’s over‑60 demographic, who collectively hold a disproportionately large share of private wealth, is frequently overlooked in digital design, an oversight that borders on systemic exclusion.

While many older adults have adopted online banking, digital health portals and e-commerce, the design of these services often assumes a level of digital confidence that does not exist across the board.

While Europe is rapidly becoming “digital by default,” we can assume that, right now, default risks are excluding a growing older cohort.

The latest Eurobarometer, addressing “The Digital Decade,” shows that individuals aged 55 or over are substantially less likely to consider the digitalization of daily public and private services as making their lives easier compared to those aged 15-24 (56% vs. 89%).

The issue is not merely access or affordability; it is about usability, relevance and dignity.

In the race to modernize, many brands and governments have gone fully digital, often without considering who they might be leaving behind. Physical bank branches are closing, billing is conducted online only, and essential services are increasingly requiring digital IDs. While efficient, this shift often creates exclusion by default.

But why is there a generational divide? Part of the problem is design.

Most digital products are designed for the habits and assumptions of younger users. Interfaces and websites often use small fonts and complex menus or swipe gestures unfamiliar to older eyes and hands.

Assistive features, such as text enlargement and voice input, are still relatively rare. Overcoming digital barriers means overcoming five key barriers – access, installation, knowledge, design and trust – while knowledge sharing and digital literacy training are underway around Europe.

To achieve the goals for the “digital decade,” we are still missing one point: considering inclusion as an important key performance indicator in our digitalization plans, including the unique needs of older adults.

While Europe’s laws (such as the Web Accessibility Directive and the upcoming Accessibility Act) are pushing public services to be user-friendly, private-sector platforms (shopping sites, apps, home devices) still need to find their way to follow universal design principles.

The result we have so far is a digital landscape where Gen Z is over-targeted and overwhelmed and older adults are underrepresented and under-supported. Both groups are frustrated for different reasons.

There is both a moral and a business case to act, as older adults in Europe represent a huge and growing market. The Edison Alliance reports that efforts to close the digital gap are already paying off: over 1 billion people worldwide have been connected to essential digital services ahead of target.

Similarly, Ipsos research emphasizes that seniors hold “considerable spending power”: by 2050, the number of people 60+ will double to 2.1 billion globally, making them 26% of the population. In other words, designing for seniors is not a niche philanthropy; it unlocks a vast customer base.

Businesses and designers must embrace inclusive design as standard practice. This means involving older users from the start, through user testing and co-design, rather than treating them as an afterthought once innovations co-created only with younger generations have already been launched.

Following accessibility standards (such as the European Union’s Accessibility Act) is now a legal expectation across many digital products. Beyond compliance, companies should see this as a competitive advantage.

Products and websites should offer features such as simple mode layouts, voice navigation, adjustable text and robust privacy settings to build trust.

Looking at the bright side, analysts note that AI could help. For instance, Gartner predicts that AI scanning tools will soon automatically detect accessibility issues, flagging when an interface isn’t usable by people of all ages.

For all of this to work, policymakers must step in. The European Commission’s Digital Decade programme has set concrete targets and achieving them requires targeted action on at-risk groups, notably older citizens.

Importantly, legislation must ensure that offline alternatives remain available for essential services and that older people are consulted in the design of digital public services.

Systems that welcome everyone, not just the quickest adopters, must be given priority. The number of people, young and old, who believe that the digital world was created with them in mind will be used to gauge its success.

The real test is not whether older people can adapt to digital tools, but whether our systems are mature enough to adapt to them.