Age Positive UNITED KINGDOM
What is Age Positive ? • Age Positive is an awareness-raising campaign • from the Department for Work and Pensions. • Age Positive promotes the business case • for employing older workers • as part of an age diverse workforce.
Why is action needed ? • Research indicates practices that affect the employment of • older workers: • 9 out of 10 people believe that employers discriminate against older workers • employers hold negative ageist stereotypes. • Having more over-50s in work is vital for the economy.
What is the strategy ? • Good practice standards - voluntary Code of Practice 1999. • Age Positive ‘business case’ promoted to employers. • Be Ready materials for employers before age law in 2006. • Age Partnership Group formed with business organisations. • Understanding differences in Scotland and Wales, gaining commitment of 70 key stakeholders.
Who is the audience ? • Employers – of all sizes and sectors • Business community • Press – including ‘trade’ sector press • Public
What methods are used to reach people ? • Good practice standards • Publications • Research • Case studies and quotes • Mailshots - 1.4 million employers sent Be Ready newsletter • Media coverage • Age Positive Awards • Age Positive Week • Employer ‘champions’ • Exhibitions and seminars - direct engagement with employers.
What methods are used to reach people ? • Using trusted business representatives • to spread our information • because employers are more likely to accept information • from business advisers, rather than from Government. • Using employer case studies and quotes in the media • to influence other employers.
What is the impact ? • A survey of business in 2005 shows that: • 66% of employers were aware of forthcoming age legislation • 25% of employers have heard of Age Positive. • Increased awareness of age issues and a demand for information from employers. • Positive media coverage. • Mail-shot resulted in over 160,000 requests from employers for Be Ready materials – to help them prepare for age legislation.