Creative agency Dentsu UK has partnered with 55/Redefined in an attempt to tackle ageism within the marketing and advertising industries, after a report indicated that only 5% of workers in the sector were over 55.
55/Redefined, an organisation dedicated to improving working conditions and opportunities for the over 50s, aims to create permanent change by challenging the widespread ageism seen throughout the UK job market by promoting greater inclusivity across all age groups.
The news comes as a recent report from 55/Redefined and charity Age UK revealed that 65% of employees believe the jobs market is closed to them applying for roles aged over 55.
As part of the collaboration, Dentsu UK has committed to investing in technical training and re-skilling for over 50s, and is set to create an apprenticeship programme aimed at re-training that age group within the agency.
Moreover, the firm will ensure that recruitment processes are inclusive and accessible to people over the age of 50, alongside communicating and promoting job vacancies fairly and to best engage people of that age.
READ MORE: Dentsu acquires UK and Ireland-based Pexlify to boost Salesforce sales
“At Dentsu we’re focused on building a truly inclusive network that thrives on diversity of thought and experience,” Dentsu UK chief people officer, Anne Sewell said.
“Prioritising attracting and retaining people at a time when they typically choose to take their careers in a different direction is not only the right thing to do but it also makes sound business sense to hold on to this community’s vast talent, knowledge and experience.
“Our collaboration with 55/redefined marks an important first step on a longer-term journey that we hope encourages others to follow suit.”
55 Redefined Group founder and CEO, Lyndsey Simpson added: “Our research shows that over 50s’ desire to work and progress in their careers is at odds with most companies’ perceptions of this community meaning they’re missing out on a huge pool of talent.
“By 2050, the working age (16-64) population will have shrunk by between 21-28% across all Western Countries creating a shortfall of over 50m skilled, university educated workers.
“The over 60 population is conversely set to grow by over 40% in the same period, so it’s vital we tackle ageism in the workplace now through partnerships like this that will help to future proof Dentsu and the ad industry.”
Click here to sign up to Marketing Beat’s free daily email newsletter
