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Age-Friendly Employer Case Studies

The Age-friendly Employer Pledge is a programme for employers who recognise the importance and value of older workers. Find out what some of these organisations are doing.

Employer Pledge icons

In these interviews, we hear from employers who have already signed up to the pledge, as well as older workers who have benefited from age-friendly practices.

Find out more about the Age-friendly Employer Pledge.

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Preview An older man and younger woman working together

Knowing your employee data and how to use it to improve age inclusiveness, is the cornerstone of understanding your gaps.

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Nicole Basra
4 Mar 2025
This case study from dentsu, the integrated growth and transformation partner to the world’s leading organisations, shows how to collect actionable information from your workforce and use it to guide age-friendly policy development.
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Preview Office worker

Autonomy to managers

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Louise Warren
22 Aug 2024
This case study shows how Epping Forest District Council’s approach to an inclusive work culture supports the engagement and retention of workers in their 50s and 60s.
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Preview Placeholder image

Action on ageing and health – led by data and insight

Story
16 Jul 2024
With ‘everyone having the health support they need’ a key part of the Pledge Action Framework, this case study from Arla Foods, the fourth largest dairy company in the world, shows how a data-led approach to employee health not only makes business sense, but can also save lives.
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Preview Pint being poured

Ensuring more older workers see a future in hospitality key to sector’s future success

Story
3 Jul 2024
We often hear that age is just a number. Yet like the best clichés when it comes to working in the brewing and pub industry it’s built on rock solid truth.
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Preview Health at work

Changing the language of our recruitment helped us to find the workforce we were looking for

Story
3 Jul 2024
Imperial London Hotels were seeking to add more older workers to their workforce but were still struggling to reach the right candidates.
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Preview People at work

The how, where and when of flexible working at Phoenix

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Claire Cook
3 May 2024
We know that flexible working is one of the most important things older workers consider when applying for a new role and that it encourages them to stay in their current role.
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Preview A group of people outside RivelinCo

The 'neighbourhood arts centre without walls'

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Linda Bloomfield
28 Feb 2024
Linda Bloomfield, Director of RivelinCo, explains why being an age-friendly employer is so important to her.
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Preview Older women socialising

Making friends, helping people

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Jane Nelson
13 Feb 2024
The Oddfellows friendly society – motto ‘making friends, helping people’ – established a Diversity Working Group in 2021 to demonstrate its commitment to diversity in the workplace.
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Preview Two older people sitting down and chatting

Age-friendliness as a part of professionalism

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Jacqueline Cousins
30 Jan 2024
Kingsway Care was established during the pandemic as a care provider that would hold itself to high standards of professionalism. Being age-friendly in relation to its workforce is a core element of that commitment.
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Preview Learning and work report

Imperial London Hotels: Changing mindsets

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Centre for Ageing Better
26 Sep 2023
Imperial London Hotels is a family-run business that’s been going for 200 years. The pandemic made them rethink hospitality in favour of older workers.
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Preview A man wearing a suite smiles whilst writing at a desk

East Riding of Yorkshire Council - Putting the pledge into practice

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Centre for Ageing Better
16 Aug 2023
For East Riding of Yorkshire Council, being an age-friendly employer is a central part of putting equality, diversity and inclusion commitments into practice.
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Preview spring garden

Case Study: Age-friendliness in the Blood

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Centre for Ageing Better
12 Sep 2023
Sharon Betts, Director of Corporate Services at the Isle of Wight Council, talks to us about just some of the initiatives and good practice at the Council, that supports their commitment to being an Age-friendly Employer.
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Preview Office break room

East Riding of Yorkshire Council – a modern workforce in a modern workplace

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Centre for Ageing Better
30 Nov 2022
As a community leader, it’s important for the council to support and showcase all aspects of equality and diversity.
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Preview Office

Dave’s voice – unretiring with Ipsos

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Centre for Ageing Better
30 Nov 2022
Dave talks about the process of unretiring with Ipsos and the importance of employers being age friendly.
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Preview Computer work station

Centre for Ageing Better – breaking taboos

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Centre for Ageing Better
30 Nov 2022
Considering the focus of Ageing Better it’s no surprise that it strives in its employment practices to be an Age-friendly Employer.
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Preview Employment

Saga – supporting 'Generation Experience'

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Centre for Ageing Better
30 Nov 2022
For Saga Group – which offers a range of products and services exclusively for over 50s – its customer focus directly informs the way it thinks about its workforce.
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Age-friendly Employer Pledge

Sign up to the Age-friendly Employer Pledge and show you recognise the value of older workers
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Preview Office

Phoenix Group – recruitment, retention, retraining

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Centre for Ageing Better
30 Nov 2022
For Phoenix, being an Age-friendly Employer is not only in the interests of employees but also good for the business itself. 

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