Maria Clara Pinheiro: Social Entrepreneurship as a Lifelong Contribution

In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with Maria Clara Pinheiro, Co-lead of Ashoka’s New Longevity Initiative. Ashoka, the world’s largest network of social entrepreneurs, has identified longevity as a key emerging trend through a bottom-up approach, observing a growing number of its fellows tackling issues related to ageing populations. This led to a global mapping of 100 fellows’ work and the launch of Ashoka’s “New Longevity” initiative. Five key themes emerged: changing the narrative around ageing, lifelong learning and work, health and care, intergenerational relationships, and economic security and inclusion.

Maria Clara emphasizes the unifying concept of “lifelong contribution,” where every individual, regardless of age, is seen as a potential changemaker. She shares powerful examples, including Dixon Chibanda’s Friendship Bench project in Zimbabwe, where grandmothers are trained to provide mental health support.

The conversation also explores cultural and regional differences, noting how countries like Brazil, India, and Indonesia are aging rapidly without the same infrastructure as the West. To respond, Ashoka is launching localized “Longevity Labs” to drive systems change and foster collaboration among entrepreneurs, universities, companies, and governments. India, despite its youthful reputation, is revealed to have over 150 million older adults—a powerful yet underrecognized force in shaping the country’s future. Maria Clara paints a compelling picture of how countries like India, Brazil and Zimbabwe are incubating the next wave of ageing innovation – community-driven, tech-enabled, and radically inclusive.

Ashoka is a nonprofit organization that promotes social entrepreneurship by connecting and supporting individual social entrepreneurs. It invests in over 4,000 social entrepreneurs in over 90 countries worldwide. The aim is that these individuals in turn become the people that others will try to follow by example.

Maria Clara Pinheiro co-leads Ashoka’s Global New Longevity initiative. She joined Ashoka in 2003 and has held leadership roles in Brazil, The United States and India. Over that time she has supported social innovators, built entrepreneurial teams and led a range of global programmes and partnerships for Ashoka.

Useful Links:

* Ashoka’s New Longevity Initiative website

* Ashoka website

* Friendship Bench website

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