Marilyn Hallett is the founder and director of You’ve Earned It /YEI, a digital media platform for South African 60-plussers. Hallett became a social entrepreneur by default, having been launched into the world of 60-plussers at high speed after coming from a 30-year background in academic recruitment. With research and writing as a long-time passion, it became clear when researching the myriad of challenges and opportunities of this senior demographic, often termed as the “silver tsunami”, that this was a field she wished to pursue.