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This article contributes to the establishment of a new perspective in the debate on how to respond to the economic and social challenges of ageing society. It re-examines the productive activity of older people through the lens of the self-service economy and initiates a discussion on how the self-service economy can be leveraged to help deal with some of the challenges created by an ageing population. The article’s main argument is built on the growing importance of self-service and the potential for older consumers to engage in such production/consumption. The substantial efficiency gains surrounding increased levels of self-service are illustrated. The potential of the retired population engaging in self-service and thus dampen the life cycle deficit is highlighted. Self-service activity by older consumers is presented as a type of productive activity and as forming part of older people’s contribution to society. It is argued that the growing self-service nature of consumption brings the meaning of ‘retirement’ even further into question. The policy implications of self-service are explored and a wide range of suggestions for further research areas related to self-service and the older consumer are put forward.

‘Consumption as Work’ - Questioning the Meaning of ‘Retirement’ in the Self-Service Economy