Two Social Challenges – A Single Solution
Many young people want to work, but may find it difficult to find work in a tough labour market. On the other hand, many elderly people miss more activity, socialising and meaningful days at weekends when there are fewer activities in nursing homes and assisted living facilities.
Generasjon M help young people enter the labour market while helping to reduce loneliness and inactivity among the elderly. They do this by employing young people in the age group 14-20 years as ‘M-friends’. The M-friends carry out activities for the elderly, individually and in groups, in nursing homes and in assisted living facilities.
Generasjon M have also expanded its services to include residential communities and activity centers for people with disabilities.
Innovative Collaborations
In recent years, Generasjon M have made some important changes to their business model. To provide the best services and demonstrate its social value creation, securing predictable and long-term contracts with municipalities and nursing homes has been crucial. They have therefore developed a new type of agreement involving three parties: Generasjon M as the provider, a private financial partner who covers part of the municipality’s costs for a three-year period, and a municipality that tests the services and commits to continuing the agreement if the social goals are met. This innovative agreement reduces the financial risk for municipalities and gives Generasjon M the opportunity to document its social value creation.
Generasjon M was awarded the title of Social Entrepreneur of the Year in 2016.