Enabling a better life for and with older adults in a non-stigmatizing manner. A consortium started in the Netherlands by Maarten Lens-FitzGerald, together with Google, Sociale Verzekeringsbank, Achmea and ANBO. First feat: largest Voice & older adults research done to date with 3450 people interviewed and 14 people followed in detail on how and why voice is used, can benefit and what needs to be solved to take away barriers and obtain opportunities. Using gathered insights, several projects are now under development. New consortia are rolling out in other countries.