A leading entrepreneur and Aston University alumna is championing the transformative power of later-life entrepreneurship in enhancing health, confidence and mental wellbeing.

Dr Isabella Moore CBE, an accomplished businesswoman and founder of the Olderpreneur Alliance, shared her insights on The Healthy Work Podcast with Dr Simon McCabe. Drawing from her research, Dr Moore challenges the stereotypes surrounding older adults in business and highlights their unique ‘age capital’ - the skills, resilience and adaptability that make entrepreneurial ventures in later life both viable and deeply rewarding.

Dr Moore earned her PhD from Aston University and her work has focused on later life entrepreneurship, with a particular focus on the gendered aspects of setting up a business at a mature age.

A seasoned entrepreneur herself, Dr Moore discusses how her own path to founding the Olderpreneur Alliance and the ‘Later-Creator’ programme was fuelled by her Aston University research on mature entrepreneurship. For many older adults, this is more than financial support - it is a way to preserve their identity, stay mentally active and overcome common age-related challenges that they may face in the workplace.

Dr Moore’s research also shows that older adults are often driven by cognitive health, the need to stay relevant and a desire to feel “mentally stimulated” after retiring or leaving a full-time role.

She emphasised that society must shift its perception of older adults as valuable contributors to the business world. Employers, policymakers and support organisations are encouraged to recognise the strengths of older entrepreneurs, with the media playing a key role in reshaping narratives around ageing.

Dr Moore’s work underscores the importance of fostering an age-friendly business environment and encourages mature individuals to challenge self-limiting beliefs and societal expectations by pursuing later-life entrepreneurship.

Her Later-Creator programme aims to address these confidence challenges by fostering a resilient mindset and strategies for overcoming such barriers.

She said:

“Many individuals I spoke with were worried about losing their cognitive abilities in retirement, especially those with family histories of dementia.

“They wanted the mental challenge of running a business.

“Many people, particularly women, internalise the idea that they should focus on grandchildren or caregiving rather than business. Men felt pressure to ‘slow down’ too.

“Health and confidence are linked, and entrepreneurship can enhance well-being by allowing individuals to work flexibly while fulfilling both financial and social needs.

“Standard business advice doesn’t always resonate with someone in their 60s. Older adults need tailored support that takes into account life stages, family responsibilities and their existing expertise.”

Dr Simon McCabe, senior lecturer in behavioural science and head of the Healthy Work Research Group at Aston Business School, said:

“It was fascinating to learn how Dr Moore’s research offers targeted advice for older adults considering a business venture.

“It’s important to recognise and leverage the lifetime of skills and experience that differentiate us. “Age capital”, as Dr Moore calls it, is a valuable asset that can add unique credibility to your business and foster confidence in the marketplace.

“We also know that keeping both physical and mental well-being in check is foundational to navigating the entrepreneurial journey and building resilience.

“I echo the sentiment that older adults may face external or internalised ageist attitudes, but don’t let the stereotypes stop you”.

Visit Aston University’s Healthy Work Research Unit for further information and to listen to this, and previous, episodes of the Healthy Work Podcast. You can also watch the episode on YouTube.