As we approach 55/Redefined’s International Age Pioneers Week on 17-21st November 2025, it got me thinking about what we mean when we talk about Age Inclusion, Age Diversity and Multi-Generational Workforces. These aren’t just buzzwords – they’re rapidly becoming central themes in workplace conversations and strategic workforce planning.
Forward-thinking leaders and businesses are beginning to recognise the urgent challenges posed by an ageing population and workforce. As experienced employees retire, organisations risk losing critical knowledge and expertise amidst a shrinking pool of younger talent due to declining birth rates.
Today, one-third of the current UK workforce is aged 50+ and by 2030, predictions show this number will increase to over 50%. This is not a passing trend, it’s a global mega-trend that no business can afford to ignore. The real question is: how will organisations respond?
Who will rise to the challenge, innovate, and thrive – and who will dismiss the warnings, remain underprepared, and fall behind?
Addressing the Age challenge: Partnering with 55/Redefined
Earlier this year, AMS entered an exclusive partnership with 55/Redefined to proactively address this challenge within our own organisation and support our clients in doing the same. As expected, some businesses have embraced the opportunity, recognising the importance of age inclusion.
They are working with us to develop tailored strategies that future-proof their workforce. Others have listened but are yet to act and some have chosen to ignore the issue entirely, underestimating the scale and urgency of a challenge that is rapidly gaining momentum.
One of the biggest hurdles we face is that Age Inclusion still feels like a new concept to many. Whilst most organisations are familiar with DEIB initiatives, supporting protected characteristics such as gender, race, disability, and parental rights but age is often overlooked. When was the last time you heard a company talk about age representation targets in their workforce? Chances are, never.
As part of our partnership, we responded to the UK Government’s enquiry into “Preparing for an ageing society” and the insights shared by 55/Redefined were eye-opening.
From addressing age bias in hiring practices, such as language and imagery, to encouraging open conversations around retirement and offering flexible work models to retain older talent, the opportunities to attract, engage, and retain older workers are vast. There are also practical ways to support these efforts through policy and legislation.
Having an Age Strategy: When businesses get this right, the impact is clear
At the Age Pioneers Conference this June, we heard from companies who shared how they’ve worked with 55/Redefined to embed age strategies that not only include older workers but empower them to drive business longevity. These organisations faced serious workforce challenges and responded with bold, strategic action.
Faced with an urgent need to hire part-time customer service agents, Hastings Direct partnered with 55/Redefined to attract over-50s talent. Within five weeks, they successfully recruited 17 new hires who aligned perfectly with their values and customer needs
“The candidates we hired through 55/Redefined weren’t just qualified- they were the perfect cultural fit. Their life experience brought empathy and professionalism to our customer service.” — Recruitment Lead, Hastings Direct
From Diversity.com’s 2025 DEI Workplace Report, age-inclusive workplaces are shown to boost innovation, reduce turnover, and improve team dynamics. Key practices include removing age-identifying questions from applications, promoting intergenerational mentorship and supporting lifelong learning and flexible work arrangements
From Harvard Business Review, Bradley Schurman and Jennifer Wong argue that age inclusion is not just ethical—it’s a strategic imperative. Businesses must shift from youth-centric models to life-course design and intergenerational collaboration
“To stay competitive in a world shaped by longevity and demographic disruption, businesses must embrace age as reinvention – not decline.”— Bradley Schurman, Author of The Super Age
The takeaway?
Age inclusion may be new to many but it’s the key to building and sustaining a truly multi-generational workforce. Studies show that age-diverse teams can outperform single-generation teams by up to 35%, thanks to the unique blend of perspectives, problem-solving approaches, and lived experience they bring to the table.
Without immediate action, businesses risk falling behind, delaying the inevitable and missing the opportunity to lead but remember, retaining older workers is only half the solution. The real opportunity lies in harnessing their experience to transfer invaluable knowledge and skills across generations – ensuring continuity, sparking innovation, and securing long-term business success.
To help organisations take the first step, 55/Redefined offers an Age Readiness Score, a diagnostic tool that evaluates current practices and provides actionable recommendations to kickstart their age strategy. From there they 55/Redefined can support the development and implementation of a strategy with tangible results.
Pair this with AMS’ expertise in the world of talent solutions, organisations can not only survive but thrive in the face of the age-related workforce shift – turning a looming challenge into a strategic advantage.
To start the conversation, you can get in touch with us via email: [email protected]
