A great article to consider for mature age marketers, and indeed mature aged workers in all industries. With the inevitable ageing of our society in general, it’s an appropriate time for organisations to consider their current and future policies towards age diversity in their employees, and make changes now to benefit from the experience and expertise this group offers. #ageingworkforce #matureage #marketing
Few organisations have a strategic approach to managing their older workers. This issue persists despite research by Deloitte Access Economics that shows a 3 percent increase in the participation rate of workers over 55 could account for a $33 billion boost to Australia’s national economy.
Given the prevalence of age stereotypes in the workplace, there are some critical questions organisations need to ask:
- Do we understand the needs, hopes and aspirations of older workers?
- What are the attitudes and beliefs of younger workers towards ageing and older workers?
- What can we do to increase age diversity and meet the needs of all parties without negatively impacting the bottom line?
As Dr Rickwood suggests in her recent interview with Fran Kelly on Radio National, “HR policies and practices haven’t shifted to accommodate what is a burgeoning possibility in a workforce of older people”.
There are numerous examples of Australian companies that are already reaping the economic benefits of embracing an older workforce. The most well-known example being Bunnings Warehouse, which employs large numbers of older, highly-skilled tradespeople. No longer able to continue in physically demanding jobs, these people instead are offering a lifetime’s worth of expertise to Bunnings shoppers.