As the UK workforce ages, employers must evolve. ProAge partnered with Brave Starts to explore how organisations are responding to this demographic shift. Through a national survey, workshops, and focus groups, we gathered insights from over 200 HR, DEI, and business leaders to better understand what’s working—and what still needs to change.

Why this project matters​

Older workers are the fastest-growing segment of the labour market, yet age inclusion continues to lag behind other diversity priorities. This project charts a practical path forward for employers who want to build age-inclusive workplaces that attract, retain, and support talent at every stage of life.

Key Findings​​

• Age Inclusion is undervalued: Employers rate the ageing workforce as important (7.2/10), but age ranks behind other diversity areas. Strategic readiness to address the issue is low (4.3/10).

• Retention over recruitment: Most employers prioritise retaining older workers—mainly due to skills shortages and high replacement costs—rather than actively recruiting them.

• Limited action so far: Less than a quarter of employers offer age-specific benefits or career transition support. Most interventions remain generic or reactive.

• Signs of progress: Employers are starting to shift towards data-led strategies, such as targeted benefits, manager training, and midlife development planning.

• High-impact, low-cost solutions: Practical steps like flexible working, phased retirement, age-inclusive imagery, and tailored support were rated highly by employers.

• Policy levers matter: Suggested government interventions included tax incentives, better labour market data, and reforming the apprenticeship levy to support midlife career transitions.

Summary

Employers recognise the value of older workers—but they need support, structure, and leadership to act on it. The tools exist. The time to prioritise age inclusion is now.