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Mgr Agnieszka Soloch
ORCID: 0009-0003-0248-8329

MA, doctoral student at the Department of Marketing Strategy at the Poznań University of Economics and Business. Her research focuses on inclusive marketing and the challenges of an aging society, with particular attention to the social activation of seniors. She is interested in how marketing activities can foster social participation and counteract the exclusion of older adults. Her work combines perspectives from marketing, management, and social sciences.

 
DOI: 10.33226/1231-7853.2025.8.3
JEL: M30, I31

The article focuses on analysing the role of running in fostering the well-being of individuals belonging to the silver generation, defined as a social group that includes people over the age of 50. In the face of dynamic demographic changes and the growing proportion of seniors in the social structure, actions that support their physical and mental condition and social activity are gaining particular importance. The aim of the study, following a literature review and analysis of empirical research findings, was to answer the question of whether running helps secure the three key dimensions of well-being for runners in this group: physical, mental, and social.

Keywords: running; silver generation; well-being