The community of senior citizens in Spain is undergoing a change which is not only quantitative but also qualitative, and this will give a boost to the demand of services with different characteristics to the present services, linked to a much higher cultural level and purchasing power as well as to an assimilated culture of leisure. The Edad&Vida Foundation was born with the purpose to contribute to connecting the empty space between the public and private sectors regarding the promotion of actions addressed to give an effective response to the needs of tomorrow's elderly people. Edad&Vida is absolutely apolitical and it has no profit motive in mind. It is an association of companies coming from different economic domain related, directly or indirectly, to the world of the third age. Its "raison d'être" is promoting the joint responsibility, and balance, between the public sector and the private initiative, with the aim to responding to the economic and social challenges of an aging population. The Edad&Vida Foundation carries out its activity from a corporate perspective, promoting reflection in such a way that an independent state of opinion is created and the behaviour of all the agents who are a part of the seniors environment is improved.