Dynamic changes that are taking place in contemporary companies and their environment, development of information and communications technologies (ICT) create new human expectations and needs. Due to the global ageing of societies, increasingly more companies are treating the elderly as a key factor of their success, looking at innovation from the perspective of customer value and improvement of internal processes. The purpose of the article is to formulate the challenges faced by companies in the context of older people, and to attempt to define the attitudes of seniors towards innovation in...