National campaign urges businesses to challenge stereotypes and support older workers
National campaign urges businesses to challenge stereotypes and support older workers
As the UK’s workforce ages, a national campaign is calling for a fundamental shift in how employers view and support older workers.
Age Without Limits Day, launched on 11 June by the Centre for Ageing Better, aims to challenge the widespread, yet often overlooked, issue of ageism in the workplace.
Billed as the UK’s first national anti-ageism campaign, Age Without Limits is urging businesses, communities, and individuals to “Celebrate Ageing. Challenge Ageism”, promoting greater recognition of the value older people bring to society and the economy.
“Getting older has its challenges, but being treated unfairly because of your age should never be one of them,” said a spokesperson for the Centre for Ageing Better. “We want to shift the conversation from one of decline and limitation to one of value and experience.”
Despite growing awareness of diversity and inclusion in the workplace, age remains a blind spot. Research from the Centre for Ageing Better shows that ageism is one of the most common forms of discrimination, with older workers often overlooked for promotions, training, or even hiring. This is particularly concerning as the UK population ages — by 2040, nearly one in four people in the UK will be over 65.
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Age Without Limits Day was marked by a range of activities across the UK, including:
- Workplace events, such as “lunch and learns” and age-positive workshops, hosted by employers who have signed the Age-Friendly Employer Pledge.
- Community celebrations featuring older voices and talents — from over-50s circus performances and intergenerational discos to art exhibitions and cultural events.
- Grassroots actions, with individuals sharing stories and showing support online to raise awareness and start conversations.
The campaign encourages employers to rethink outdated assumptions about older workers and instead embrace multigenerational workforces. It promotes flexible working, lifelong learning opportunities, and inclusive hiring practices as key strategies for building age-friendly businesses.
“Too often, we’re taught to commiserate our age, not celebrate it,” the spokesperson added. “But every year we live brings experience, insight, and value. Age Without Limits Day is about reclaiming pride in ageing — and demanding better for older people in the workplace and beyond.”
As industries grapple with skills shortages and recruitment challenges, campaigners say age inclusion is not just a social good — it’s a business imperative.
