Global talent specialists Skills Development Group have teamed up with Kiwi commerce agency Multiplied to fight against age discrimination in the workplace.
Together they have launched a new campaign, Experience Never Expires, which aims to challenge ageism in the workplace and highlight the untapped potential of workers who are 45 and older.
The campaign will span New Zealand, Australia, Singapore, and the United States. It also brings attention to the significant financial and human benefits of embracing age diversity in the workforce.
In the US alone, ageism is estimated to cost the economy $850bn in GDP annually. Data shows that if age discrimination is eliminated, the GDP in the OECD could increase by 19% or $15 trillion in the next 30 years.
On a smaller scale, age-diverse teams are shown to have 19% higher innovation revenue and 9% higher profit margins, making ageism not just an ethical issue, but a massive financial opportunity if correctly addressed.
Sarah Alexander, Head of Brand – Consulting & International at Skills Development Group, says the campaign couldn’t come at a more critical time.
“Workplaces are evolving rapidly, and to stay competitive, businesses must embrace the experience and skills of their entire team. We’ve seen how under-utilised and undervalued workers over 45 feel in today’s job market, despite their immense value.
“At Skills Development Group, we firmly believe that business growth comes first and foremost from the growth of your people. We are committed to reshaping perceptions of more experienced workers, and driving home the message that their knowledge and potential is invaluable for future business success.”
The campaign will feature a series of high-impact digital activations, educational resources, and a chance to be awarded up to $100,000 in free team development support for selected companies.
Aaron Taylor, Creative Partner at Multiplied, believes the campaign will spark necessary conversations in boardrooms and workplaces worldwide.
“Partnering with Skills Development Group on Experience Never Expires has been a meaningful journey for us. This campaign speaks to something bigger than just business – it’s about breaking down stereotypes and showing that experience truly never loses its value. Our goal is to change the narrative and celebrate the immense contributions workers over 45 bring to the table.”
Experience Never Expires is set to launch in October 2024 and will run across multiple platforms, including digital & social media, video, and industry publications.
