Mara Kroth, co-founder and director of GoldenMe asbl, discusses the non-profit’s mission to bridge the digital divide for seniors. Founded with Johannes Heuschkel, GoldenMe combats social isolation through digital literacy initiatives like SmartCafés and SmartWorkshops. Kroth highlights evolving senior needs, the challenge of misinformation, and the importance of volunteer support. Despite obstacles, GoldenMe remains committed to fostering digital confidence and inclusion.
Can you describe GoldenMe in a few words?
GoldenMe is a non-profit organization dedicated to bridging the digital divide and promoting inclusion for seniors aged 50 and above. Founded by Johannes Heuschkel and myself during our studies at the University of Luxembourg, GoldenMe was created to combat social isolation and loneliness by equipping older adults with essential digital literacy skills. Our vision is a society where digital tools are accessible to everyone, regardless of age. To achieve this, we organize initiatives such as SmartCafés, where seniors receive help with everyday digital questions and technical issues, SmartWorkshops for hands-on learning, and SmartTalks to build digital confidence. GoldenMe works closely with communities, partners, and Active Plus Clubs to reach as many seniors as possible. We believe digital skills are vital for navigating modern life and strive to create opportunities for seniors to participate fully in the digital world.
How are your members’ needs evolving, and how are you adapting to them?
As technology continues to evolve, the digital world is increasingly intertwined with the analog one. Many official procedures and institutions nowadays are only accessible online, and while they are technically still available in person, doing so can be difficult and time-consuming. This makes digital skills essential for efficiently navigating these services. At GoldenMe, we support seniors with varying levels of digital competence—from those just starting to explore the digital world to those already navigating advanced tools. Our SmartTalks, that respond to digital skills listed in the European Digital Competence Framework, are designed to be practical and relevant to all skill levels. We remain responsive by maintaining close communication with seniors, gathering feedback, and offering initiatives like our SmartCafés. Additionally, our Digital Mentors program empowers seniors to assist their peers with digital challenges. Events like the Safer Internet Day, which we organize, always focus on current “trends” and help ensure seniors remain digitally secure, confident, and connected in this ever evolving digital landscape.
“Our vision is a society where digital tools are accessible to everyone, regardless of age.”
What challenges does GoldenMe face?
One of the key challenges GoldenMe faces is addressing the flood of disinformation that contributes to uncertainty and insecurity among seniors and society as a whole. Helping seniors navigate and critically evaluate digital content is an essential part of fostering digital confidence. Breaking down barriers like fear or shame around technology is another challenge—though we have seen significant success in this area. Our SmartTalks, for example, have had a major impact, helping seniors build confidence by providing practical tips, advice, and guidance. Another ongoing challenge is recruiting enough volunteers to support our SmartEvents, where we assist seniors with their everyday digital questions and help them resolve technical issues. GoldenMe aims to reach everyone, regardless of their background or language. To achieve this, we need volunteers with diverse experiences and language skills who can connect with seniors from various cultural and linguistic communities. Despite these obstacles, GoldenMe continues to promote digital inclusion through community-building efforts, tailored programs, and empowering seniors to feel secure and capable in the digital world.
