Join our Age Friendly Alliance

The ageing population in the UK presents several challenges that are becoming increasingly pronounced due to demographic shifts. By 2040, one in four people in the UK will be over 65, representing a significant increase in the elderly population.

Consequently, the workforce is aging, with more people over the age of 50 remaining in or re-entering the workforce. This shift poses challenges for employment practices, necessitating adaptations in workplace environments and job designs to accommodate older workers' needs and leverage their experience.

Employment rates drop after the age of 55, and over half of people have stopped working before the state pension age highlighting issues related to workplace inclusivity and age discrimination. This occurs despite the proven fact that multigenerational workforces drive productivity and innovation.

Addressing these challenges requires comprehensive policies and actions which ensure that an aging population can lead healthy, productive, and socially connected lives.

Age UK Sunderland (AUKS) is calling on employers to pledge to become more age friendly by becoming members of our Age Friendly Alliance (AFA).

The job market is changing and employers are facing huge challenges. There are skills and labour shortages with vacancy rates at record highs. Workers in their 50s and 60s are key to filling these gaps. Yet employers are missing out on all that older workers can offer.

More people are working later in life, but older workers often face prejudice and are overlooked.

Who is the AFA Charter for?

Age UK Sunderland is launching a city-wide AFA charter to be awarded to businesses that adopt an age positive attitude in terms of their staff, policies and culture.

The AUKS Employers Charter is a Sunderland city-wide programme for employers who:

Recognise the importance and value of older workers.
Are committed to improving work for people in their 50s, 60s and 70s.
Are prepared to take action to help them flourish in a multigenerational workforce.

Why be an age-friendly employer?

The economy; if older employees were given greater opportunity, GDP per capita could rise by 19% (OECD)
Better recruitment; Understanding the principles of age-inclusive recruitment means more good candidates will find – and want to apply – for your vacancies.
Getting the most from your team; ageism can mean older workers are overlooked for training and career development.
Retaining talent and reducing turnover; many older people stop working before retirement due to ill health or disability, where reasonable adjustments could support them to stay.
Being an employer of choice; make yourself stand out as an attractive company to work for.

The benefits of an older workforce

There are several reasons why it would be beneficial for companies to engage with this initiative, particularly in terms of looking after their older workers and encouraging the hiring of older employees:

Experience and Stability: Older workers bring a wealth of experience and stability to the workplace. Their knowledge and skills, honed over years, can contribute significantly to the business's operations and strategic decisions.
Work Ethic and Dedication: Older employees often display a strong work ethic and dedication to their roles. Their reliability and commitment can set a positive example for younger employees and contribute to a more cohesive work environment.
Diversity and Inclusion: Promoting a diverse and inclusive workplace is not only good for company culture but can also enhance the company's reputation. Engaging older workers demonstrates a commitment to diversity across age groups, which can appeal to a broader customer base.
Reduced Staff Turnover and Training Costs: Older workers tend to have lower staff turnover rates, which can save companies significant costs associated with recruiting and training new employees.
Mentorship and Training: Older employees can mentor younger staff, sharing critical skills and knowledge that are vital for the younger generation’s professional development.
Flexible Agile Workforce: Older workers are often more flexible regarding part-time work, which can be beneficial for companies looking for experienced staff without the commitment to full-time salaries.
Positive Corporate Image: Companies that actively hire and support older workers are seen as socially responsible, enhancing their brand's appeal to consumers, potential employees, and other stakeholders.
Access to a Growing Demographic: As the population ages, the market segment of older adults grows. Companies with older workers may better understand and tap into this demographic.

By contributing financially to become part of the AUKS Charter, companies not only show their commitment to social responsibility, but also benefit from the many advantages that a mature workforce offers. This initiative can help enhance their reputation, attract diverse talent, and potentially unlock new market opportunities whilst working in partnership with the largest charity that supports older people in Sunderland.

Initial AFA Charter Agreement

As an AFA Member we will…

Identify a senior manager with responsibility for age inclusion in our workforce – and publicly state our commitment to the pledge.
Ensure age is specifically named within our Equality, Diversity and Inclusion policies.
Take action to improve the recruitment, retention and development of workers over 50 from one of the following areas
- Create an age friendly culture
- Hire age positively
- Be flexible about flexible working in line with business need
- Encourage career development at all ages.
- Ensure everyone has the support they need.

We will commit to take action in at least two areas per annum and will report back on our activities and achievements to the AFA annually.

Potential Future Pledges

To retain and hire older workers as part of an age diversity commitment.
Provide opportunities to upgrade professional skills for all staff regardless of age.
Provide working conditions that adapt to the needs of older workers and which also benefit all staff.
Implement health promotion programmes for older and all workers.
Support intergenerational cooperation and knowledge transfer in the workplace, between younger and older staff.
Promote time-sharing expertise between seniors and other workers.
Offer employment with agreed hours of work, flexibility and good working conditions and competitive pay for workers of all ages.
Abide by best practice age and employment legislation and actively engage in promoting age diversity and age awareness within the workforce.

Direct Benefits

AUKS’s AFA would also offer several valuable direct benefits to businesses that choose to be part of the AFA charter. Potential benefits that AUKS could offer include:

Recognition as an AFA Member: Businesses would receive official recognition in the form of an AFA plaque certificate & logo, which could be used in marketing and promotional materials. This would enhance business reputation and appeal to a broader demographic, particularly among older customers.
Training and Workshops: Age UK Sunderland could provide specialised training and workshops for businesses on topics such as age inclusivity in the workplace, menopause support, understanding the needs of older customers, and how to create age-friendly services and environments.
Access to Networking Events: Businesses could have opportunities to attend events with other AFA charter holders, fostering networking and collaboration opportunities among businesses committed to age-friendly practices.
Marketing and PR Support: Businesses could benefit from joint marketing initiatives and PR campaigns led by AUKS, increasing their visibility and highlighting their commitment to supporting the older community.
Corporate Social Responsibility Boost: Association with a respected charity like AUKS can enhance a company's CSR efforts, showing potential customers and partners that the business is committed to meaningful social causes.
Increased Customer Loyalty: By aligning with AUKS, businesses could increase loyalty among older customers who value companies that support their demographic.
Use AUKS and the AFA Logos: Permission to use logos on products, services, and promotional material, signifying the business’s commitment to supporting older adults.
Employee Volunteering Opportunities: Businesses could be given opportunities to engage their employees in volunteering activities organised by Age UK Sunderland, which can improve team cohesion and employee satisfaction.
Access to Research and Insights: AUKS could provide businesses with access to research and insights about the aging population, helping them tailor their products and services more effectively to meet the needs of older consumers.

These benefits not only help businesses improve their operations and marketing but also align them with community values and social responsibility goals, creating a positive impact in the community and improving the lives of older adults in Sunderland.

AFA Packages

We have developed a tiered sponsorship model for companies engaging with the AUKS’s AFA Charter. Our aim is to attract varying levels of participation and support. We have three tiers; each offering progressively more comprehensive benefits:

Bronze Tier - £1,000 per year

Recognition: Company name listed on the AUKS website and social media platforms as a Bronze Supporter.
Certificate: A Bronze Certificate of Support to display at their business premises.
Networking: Access to one AUKS networking event per year, providing opportunities to meet with other supporters and discuss shared interests in supporting the older people.
Workshop Access: Eligibility to attend one Age UK Sunderland workshop or training session on age inclusivity in the workplace.

Silver Tier - £3,000 per year

Enhanced Recognition: Company logo and brief profile featured on the Age UK Sunderland website and social media platforms as a Silver Supporter.
A Silver Certificate and Plaque: A Silver Certificate and a commemorative plaque to display at their business premises.
Networking Events: Access to two Age UK Sunderland networking events per year, with opportunities to sponsor a workshop and event session.
Training and Workshops: Access to three Age UK Sunderland workshops or training sessions per year, tailored to understanding and improving the lives of older adults.
Volunteering Opportunities: Opportunity to organise a team volunteering day, enhancing team-building and providing direct support to Age UK Sunderland activities.
Promotional Opportunities: Company featured in AUKS annual report and newsletters as a spotlight

Gold Tier - £5,000 per year

Premier Recognition: Company logo featured prominently on the home page of the Age UK Sunderland website as a Gold Supporter and in all related press releases.
Custom Awards: A Gold Certificate and a custom award to recognise the high level of support.
Exclusive Networking Events: Unlimited access to all Age UK Sunderland networking events and the option to co-host an event.
Employee Engagement: Opportunities for employee engagement through tailored volunteering days, including leadership roles in community projects.
Marketing and PR Support: Feature articles in the AUKS newsletter twice a year and opportunities to be included in case studies showcasing their impact.
Strategic Insight: Invitations to roundtable discussions with AUKS leadership to discuss strategy and insights into future planning and community needs.

These tiers provide a structured approach that not only recognises the financial contribution of each sponsor but also engages them more deeply in the mission of AUKS to promote the well-being of all older people throughout the City of Sunderland, improve their quality of life and help them maintain independence, enhancing their investment's impact on the community

What do we fund with the AFA support?

The funds collected from businesses participating in the AUKS AFA charter will be strategically utilised to sustain, enhance and develop support services for older people aged 50 and over living in Sunderland.

As a Charity, we guarantee every penny invested will be used directly to further enhance the lives of older people.

Here’s how these funds could support and potentially expand vital services, with examples based on Age UK Sunderland’s current activities:

Social Prescribing Programmes: Our social prescribing programmes offer tailored support to help older people stay independent and engaged in their community in the identification of community assets and tailored 1:1 support. Funds could enhance this service by enabling the recruitment of additional staff or expanding outreach efforts to reach more older adults in need.
Information and Advice Service: This service assists older people in accessing benefits and other entitlements, crucial for their financial stability and wellbeing. Charter funds could support the maintenance and expansion of this service, potentially extending its reach to provide workshops or one-to-one sessions on financial planning and rights awareness.
Essence Service (Dementia Support): The Essence Service offers support for individuals with mild to moderate dementia and their carers. Funding could help in enhancing the facilities, providing more activity sessions, or expanding the service to include more comprehensive support programs for dementia care.
Volunteering Opportunities: AUKS relies on the support of our dedicated volunteers to deliver many of its services with over 130 currently. Funds could be used to develop and expand volunteer training programmes, ensuring volunteers are well-prepared to meet the needs of the older people they assist.
Hospital Discharge Service: This service helps older people transition from hospital to home, which is critical in preventing re-admissions. Charter funds could enhance the scope of this service, such as by increasing the number of staff or volunteers, thus enabling more comprehensive post-discharge support.
Wellbeing Service and Community Support Clubs: These initiatives aim to reduce loneliness and social isolation by engaging older adults in various activities and social gatherings. Funds could help diversify the range of activities offered, subsidise transportation for those who are mobility-impaired, and facilitate more frequent events.
Metcalfe Dementia Support Service: Specifically tailored for people with moderate dementia, this service could be enhanced with better resources for activities designed to stimulate cognitive functions, and by expanding its accessibility to more individuals.
Keeping in Touch Befriending Service: This service provides telephone calls and visits to lonely isolated older people and is a lifeline to many. Funds could help expand its volunteer base and provide vital winter support in the form of warm home packs to decrease the morbidity and mortality rates of older people in Sunderland.
Educational and Training Initiatives: Funds could be allocated to develop educational programmes and workshops that address key issues facing older adults, such as digital literacy, health care, and active aging strategies.

By contributing to the AFA Charter, businesses not only foster a positive corporate image but also directly contribute to the well-being and support of older adults in Sunderland. These funds help AUKS continue providing essential services and potentially develop new initiatives to meet emerging needs in the community.

Facts to consider

The skills and labour shortage is costing UK business up to £6.6bn annually.

Within the next five years, 1 in 3 people of working age will be over 50 (TUC).

The proportion of workers ages between 50 and the state pension age is quickly rising and is expected to grow to 34% by 2050 (ONS Labour Force Survey).

It is estimated that there are 1 million people between the age of 50 and state pension age who want to be in work but are not (Centre for Aging Better).

More than a third (36%) of 50-70 year olds feel at a disadvantage applying for jobs due to their age (Centre for Aging Better).

Health is the most common reason for early retirement – buy very small adjustments can avoid this. Older workers are not more likely to take sick leave – factors such as stress are far more significant than age (TUC).

Between 2012 and 2022, an estimated 14.5 million vacancies have been opened in the UK through a combination of older people leaving the workforce and new positions being created. Yet only 7 million younger people will enter the workforce to fill them (BITC)

6 Advantages of Older Workers

They stay in jobs longer and reduce staff turnover. Especially in sectors like hospitality and care where this is a major feature (in NYC, the median level tenure for older workers in a job was 10.4 years).

They have strong levels of social capital and social networks. Although a diverse working history is not unique or guaranteed of older workers, having worked across different sectors and locations can add value to your business.

The best teams are multi-generational. 79% of employers in England state that older workers could help in knowledge and skill-sharing with other colleagues (Yougov)

It benefits younger staff too. Studies show that age-diversity in the workplace enhances innovation, creativity and productivity – particularly among younger staff when new older workers are recruited (Centre for Aging Better).

Matching the age profile of customers. As the population ages, it makes sense for business to ensure that their staff profile mirrors the profile of the general population. Older workers offer social skills and customer friendly interaction – particularly tourism, hospitality and client-facing work.

They’re good for business. Firms with a 10% higher share of workers ages 50+ are 1.1% more productive (OECD)

Myths about older workers

They are over the hill and past it.
They are taking jobs from younger people.
They are overpaid, and expect high salaries
They get ill more often and take more sick leave.
They are short-sighted and hard of hearing.
They are slow and lethargic
They have more accidents.
They don’t like change and are stuck in the past like dinosaurs.
They find it hard to take on new ways of learning and acquire new skills.
They already think they know everything, which make them hard to manage.
They are not IT literate
They are less productive

The truth about older workers

They widen a company’s skills and knowledge base.
They have broader experience of life and work.
They have social and life skills.
They are highly motivated.
They are very loyal and much less likely to leave for another job, particularly after training.
They enjoy learning and training and have higher levels of completion and success than younger age groups.
They take less time of sick than younger workers and when they do it is often for things they can give advance notice of.
They can train and mentor young people which increases morale and retention of younger staff who can also reverse mentor their older peers in other areas.
They attract the grey pound.

For more information please download our Age Friendly Alliance Information Pack

AUKS Age Friendly Alliance Leaflet.pdf