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Age Positive

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 ?.

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Age Positive

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  1. Age Positive UNITED KINGDOM

  2. 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.

  3. 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.

  4. 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.

  5. Who is the audience ? • Employers – of all sizes and sectors • Business community • Press – including ‘trade’ sector press • Public

  6. 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.

  7. Examples of guidance for employers

  8. 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.

  9. 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.

  10. Any questions ?

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