The development of social activities specifically tailored for older adults needs to be grounded in a comprehensive understanding of the effects of these activities from multiple perspectives. The present study applies thematic analysis to examine experts’ views and experiences regarding the effects of social activities on older people of different ethnic backgrounds and various abilities in Russia. The results suggest that participation in such activities benefits the everyday personal development of older participants. The experts involved in organising and developing social activities also noted that family relationships may be enhanced through the participation of older adults due to changes in their lifestyles, opportunities to fulfil new social roles and related improvements in communication between family members. Social activities not only address stereotypes about older adults’ abilities but also affect the understanding of mature beauty in new ways while creating a more fulfilling environment for older people by better meeting their interests and needs. Regardless of the specific activity, older people’s participation facilitates the transmission of culture and traditions across generations, cultivates an image of older adults as valuable sources of information and provides a more comprehensive and inclusive conceptualisation of ageing within society. The experts who were interviewed for this study recommended that decisions about developing social activities be made with older adults rather than without considering their opinions, supporting horizontal connections and allowing the heterogeneity of older adults.