Nova velhice: Um fenômeno social contemporâneo

The study investigates the social representations of aging among Brazilian women born between 1934 and 1964. Data from the 2022 Census indicate that 16% of the Brazilian population is elderly, with a predominance of women. The feminization of aging is visible. This research, which began in 2023, used as sources the CNPq Directories of Research Groups, the Scopus and Web of Science databases, and the media, without specific records on "New Old Age". In Administration, 76% of studies focus on consumption and leisure, while the media privilege diversity. The absence of public policies on gender and longevity is highlighted, with greater media attention. The representations of old age among these women reflect the appreciation of the present, future projects and the balance between security and freedom. The study contributes to the formulation of public policies, with an emphasis on gender and longevity to adequately meet the needs of this segment.