Elena Parras Durán is the Founder and CEO of 55+, a European social enterprise transforming how cities engage with longevity by activating the talent of people aged 55+ to address unmet social needs in local communities. Her work challenges the perception of ageing as a burden, positioning older adults as an underutilized urban asset. Under her leadership, 55+ has supported thousands of service exchanges, generated income opportunities for older professionals, and strengthened community resilience through structured matching between senior talent and families in need. Elena is a recognized voice in longevity, social entrepreneurship, and inclusive urban development, advocating for scalable, systemic models that integrate economic participation, dignity, and social cohesion in aging societies.