Unlocking the potential of people in later life

Understanding the opportunity 

Insight gathered from Anchor’s residents found that people in later life feel excluded from the workplace and identified huge amounts of untapped potential. We delved deeper into this issue through the creation of an in-depth report with think-tank Demos. We found that over 800,000 older people want to re-enter the workforce. Meanwhile, the economy is missing out on £6bn per year due to a decline in our later life workforce. This armed us with data to land the campaign with impact.

Bridging the gap 

The report identified clear solutions, including mandating large public and private sector employers to train managers on how to support older workers and improve cross-age team working. By providing solutions alongside the issue, we positioned Anchor as a thought leader and true champion of older people. 

Engaging audiences 

Our integrated campaign engaged with multiple audiences to push for positive change, including government, strategic partners, businesses, older workers and the general public. We called on government to make workplaces more age-friendly, with the Platinum Pound report being discussed at party conferences. Driving tangible change, we encouraged businesses to sign the Centre for Ageing Better’s Age-Friendly Employer Pledge. Crucially, we empowered those at the heart of the issue – we worked closely with Anchor’s residents and older colleagues to share their stories and highlight the human side of the need to value older workers. 

Building value 

We launched the campaign with a full-scale media and social media push, with longevity built in from the outset. By exploring multiple angles with our research, we secured high quality cut through spotlighting a range of issues and opportunities that the report uncovered. This is allowing us to continually repurpose the insights and call for change over the long-term, cementing Anchor as a champion of older people and an employer of choice. 

Businesses signing the Age-Friendly Employer Pledge

Numerous