55/Redefined and Global Coalition on Aging Urge Employers to Act on Age Intelligence as Workforce Demographics Shift

London, UK – 12 November, 2025: 55/Redefined, the global leader in enterprise age intelligence and technology solutions, and the Global Coalition on Aging (GCOA), the world’s leading business voice on aging, are calling on employers worldwide to rethink outdated assumptions about age and embrace the opportunities of a multigenerational workforce.

Their co-authored report, Age Intelligence in Action: Global Best Practices from Leading Employers, reveals a profound demographic shift: by 2050, one in five people will be aged 60 or older, while birth rates continue to decline. This means fewer younger workers entering the labour market and a growing need to engage older talent.

The report, launched at GCOA’s Silver Economy Forum in Manchester, is a prelude to 55/Redefined’s awareness raising for the midlife worker in International Age Pioneers Week (Nov 17 -21), where global leaders will share insights and innovations to redefine ageing in the workplace.

Why It Matters

Older workers are living longer, healthier lives and increasingly choosing to remain in the workforce. They bring experience, stability, and skills that complement younger colleagues, yet age bias and stereotypes persist. In a competitive labour market, failing to attract and retain this talent is a risk businesses can’t afford.

The report outlines four pillars for action:

• Redefine – Make age inclusion a visible organisational priority.
• Attract – Build recruitment strategies that welcome candidates over 50.
• Grow – Invest in upskilling, reskilling, and mentoring for older employees.
• Engage – Support wellbeing, flexibility, and intergenerational collaboration.

These steps are already being implemented by leading companies worldwide, proving that age-intelligent practices are both achievable and essential for future success.

Participants in the report include contributions from Aegon, Amazon UK, Amgen, AMS, AXA UK, Bank of America, Bayer, Biogen, Canada Life UK, Deloitte, Dentsu UK, Diageo, Edwards, Gilead, GSK,  Home Instead, Just Group, Lilly, MSD, Novartis, Nutricia, Origin Care Group, PageGroup, Pfizer, Philips, Sanofi, Shionogi, TIAA, Uber, UCB, and Veolia.

Lyndsey Simpson, Founder and CEO of 55/Redefined, says:

“The global population is living and working for longer, yet only one in eight (12%) employers currently have a longevity strategy in place (source: Canada Life UK). This report provides a clear and practical framework for organizations who are waking up to the urgent need for change. Quite simply, if you don't have any age strategy, you don't have a growth strategy. 

It also celebrates the companies who are a shining beacon in this space, setting the standards for others to follow in their footsteps. So, here's to the true age pioneers; driving change and delivering measurable business impact, day in, day out.”

Michael Hodin, CEO, Global Coalition on Aging says:

“Population aging has long been framed as a burden, but it’s an enormous economic opportunity: the Silver Economy is already worth US$22 trillion and continues to grow. For companies that recognize the opportunity it presents, it will be an engine of growth. We aren’t just living longer, we’re living healthier. Today’s older adults are able and want to work longer than ever before, and are capable, highly experienced talent. Savvy employers will capitalize on these valuable employees and win the war for talent with tailored benefits, opportunities for growth, and an overarching aging strategy.”

Ellie Evans, Group Chief People Officer at Just says:

"At Just Group, we believe that recognising the value of experienced workers is not only inclusive, it makes good business sense. We're proud to see age as an asset not a barrier.  As people live and work longer employers will need to adapt to attract and retain older workers, making the most of the wealth of skills and experience they offer. At Just, we know this and we're working hard to ensure our workplace continues to be a place where everyone can thrive and belong at every stage of life."

Accessing the Report:

Download a copy of the Age Intelligence in Action: Global Best Practices from Leading Employers report.

To get involved in International Age Pioneers Week, download the media pack here.

Fact Check: The Case for Age Inclusion

• By 2030, 50% of the workforce in Western countries will be aged 50+. (55/Redefined The Unretirement Uprising Report)
• A 70-year-old in 2022 has the same cognitive score as a 53-year-old in 2000. (IMF, Sustaining Growth in an Ageing World).
• 34% of the US workforce is over-50; 1-in-5 over 65s Americans is in work (US Census Bureau)
• The number of workers aged 55 and over in the EU rose from 23.8 million in 2010 to almost 40 million in 2023 (Eurostat)
• Japan is a super-aged country and has one of the highest post-retirement employment rates in the world (Nippon.com). The government has launched a ¥1 trillion (approximately €5.8 billion) retraining plan to update skills across the entire workforce, regardless of age.

BUT our studies at 55/Redefined on the UK market show...

• 93% of over-50s feel unsupported by their employer
• 89% of over 50s would take a pay cut to change role / industry and re-skill
• 56% of over-55s want to work beyond age 65, and 9 in 10 are willing to retrain even at a lower salary.
• 92% would stay working for longer if they could re-skill or change career path

Source: ‘Unretirement Uprising’ and ‘Shut Out, Forced Out, Overlooked’ reports from 55/Redefined

International Age Pioneers Week Highlights:

• Launch of a Research Study in conjunction with Just Group, surveying 3,500 individuals aged 50–70 on work, retirement, and age strategy.
• Publication of the Global Coalition on Aging Report, Age Intelligence in Action: Global Best Practices from Leading Employers, featuring best practices and case studies from global companies.
• Webinars, social media activations, and Redefiners content series from sponsors, celebrating age-inclusive innovation across sectors.
• Keynote sessions 55/Redefined Founder and CEO, Lyndsey Simpson, author of The Age Rebellion: Plan Your Future and Thrive! available from Waterstones, publishing in May 2026. Order advance copies here.