Brazil's aging population requires balanced digital security and autonomy

During the CONAREC 2026 event, industry experts discussed the challenges of protecting consumers aged 60 and older without compromising their autonomy. A panel featuring representatives from Grupo Casas Bahia and Crefisa addressed the paradox where excessive security measures and complex authentication processes can inadvertently create barriers for elderly users.

As Brazil's population ages, the 50+ demographic now represents approximately one-third of the population, driving R$ 1.8 trillion in consumption. Experts emphasized that companies must move beyond stereotypes of older consumers being technologically illiterate and instead focus on developing products and experiences that integrate security with accessibility as a core business strategy.