Main untapped source of labour – By 2030 half of all adults in the UK will be over 50. Employer plans suggest 13.5 million job vacancies in the next ten years, but only 7 million young people will leave school and college.
Grey market – Consumers aged 50-64 have the highest excess income. Remaining economically active further boosts spending power and the economy.
Entrepreneurial – Most new businesses are established by people over 50. In the digital sector, 70% of start-ups founded by older workers lasted longer than 3 years compared with 28% for those by younger people.
Enhance innovation – Several studies have shown that age-diverse work groups enhance innovation.
Fulfilling work 