.png)
This report from Brave Starts and ProAge explores how UK employers can better support an ageing workforce and build age-inclusive, multigenerational workplaces. Based on surveys, workshops, and focus groups with over 300 Business leaders, HR and DEI professionals, it identifies the gap between intent and action and highlights practical ways forward.
Key Findings
- Age Inclusion Is Undervalued: Employers see the ageing workforce as important (7.2/10), yet age ranks behind other diversity priorities, and strategic readiness is low (4.3/10).
- Retention Is the Priority: Most organisations are more focused on retaining older workers than recruiting them driven by talent shortages and the cost of replacement.
- Investment Appetite Exists: 80% of employers would invest over £50 per head in support for over-50s, with larger organisations more likely to commit higher spend.
- Actions to Date Are Limited: Most interventions are reactive and generic. Fewer than a third of employers offer age-specific benefits or retirement planning.
- Momentum for Change: Employers are shifting toward data-led strategies, including targeted benefits, training for managers, and midlife development support.
- Practical Solutions Are Clear: High-impact, low-cost ideas include flexible work, phased retirement, age-inclusive imagery, and career transitions support.
- Policy Can Accelerate Progress: Recommended government actions include tax incentives, improved labour market data, and more flexible use of the apprenticeship levy.
In Summary
Employers recognise the value of older workers but need support and structure to act on it. The tools exist. The time to prioritise age inclusion is now.
To access the report you can download it here
Oops! Something went wrong while submitting the form.
