Age Positive week calls for abolition of ageism

Employers across Great Britain are being called to join the fight to tackle ageism at work for Age Positive Week, a national awareness initiative run this week. Run by the Department for Work and Pensionsí Age Positive campaign, the Week aims to challenge ageist stereotypes at work and promote positive examples of employers and employees defying ageism.

James Plaskitt, DWP Minister, commented: ìAgeism is the most widespread from of discrimination experienced at work. Throughout Age Positive Week, we will showcase the vast number of employers and individuals that are challenging age prejudices, and prove that pigeon holing someone purely because of their age fails the economy, business, and individuals alike. Business decisions should be based on skills and abilities, not on how many birthdays someone has had.î

During the week over 50,000 staff in companies across the country including Borders, B&Q, Focus, IKEA and Coca Cola will be displaying badges highlighting their anti-ageist stance and urging other employers to do the same. The employers involved have all been recognised by the Government for their age positive employment practices.

Catherine Webb, HR Controller at Coca Cola Enterprises, the latest employer to gain Employer Champion status, commented: ìThe real trouble with ageism is that so many assumptions are ingrained. If you ask yourself to picture a trainee, a senior manager, or a labourer, youíd instantly come up with a picture thatís age related. At Coca Cola Enterprises, weíre not only ensuring that all our policies and practices are strong - weíre kicking-off a campaign to challenge ageist stereotypes throughout the business.î

The Week will also play host to a national awards ceremony taking place on Wednesday 10th May, which will recognise and reward individuals for defying age stereotypes and employers for encouraging an age-diverse workforce. Awards will be made to entrants from England, Scotland and Wales with Outstanding Awards for one employer and one individual presented on the night.

The Governmentís aim for hosting the Week is to encourage employers both in service and other industries to try and plan for a mixed age workforce, providing opportunities for young and old alike. According to Labour Force Survey figures, the age profile of UK businesses - the majority of which are service based ñ is skewed towards the younger worker. In fact, younger workers (aged 16-24) take up more positions within this field than the total number of workers in all other age groups[1]. However with an ageing population[2] and 82%[3] of employers in the UK offering service-related jobs, this means that opportunities are limited for an increasing number of older workers.

The Government will be introducing new legislation in October making age discrimination in the workplace unlawful. For further details, visit www.dti.gov.uk/er/equality/age.htm.

Other activities during Age Positive week include an opportunity for employers and members of the public to send questions to the Minister for Pensions Reform on age issues. Taking place on Thursday 11 May, the Minister will be responding live to as many questions as possible via the Age Positive website.