Expose hidden age bias that erodes value and trust
Age Awareness Leads to Growth
The Longevity Economy—the economic contributions of people over 50—is booming. This population holds 80% of U.S. household wealth, generates more than 50% of consumer spending, and is the fastest-growing segment of the labor market. Yet most organizations still overlook this potential source of growth and trust.
Only 10-15% of marketing investment targets this group of 120 million—35% of the population. Meanwhile, 4 in 5 Americans over 50 experience age bias daily, and two in three see age discrimination in the workplace.
The problem is structural. As gerontologist Tracey Gendron notes, ageism is "everywhere and all but invisible."
The Age AWARE™ Audit reveals where and how age bias operates across the enterprise. It's a structured diagnostic that examines practices, strategy, and culture of an organization in five key areas: Accessibility/Design, Workplace, Adaptability, Representation, and Engagement.
Addressing these factors helps organizations:
- Expand market reach
- Build and protect trust with all stakeholders
- Drive innovation through multigenerational perspectives
- Attract and retain talent
- Strengthen brand loyalty across ages
- Future-proof against demographic shifts
- Demonstrate leadership in inclusive growth
From Our Article Featured in the MIT Sloan Management Review
UNCOVER THE AGEISM HIDING IN YOUR ORGANIZATION
by Matthew Lifschultz
"Being age-aware means probing these five interconnected areas to challenge old biases, uncover new opportunities, and affirm the value of older adults as customers, employees, and stakeholders..."
Full article below
Becoming Age AWARE™: The Five Factors
Accessibility & Design
An age-aware company ensures that its products, services, and spaces — physical and digital — are usable for all ages.
Workplace
An age-aware company fosters an environment that leverages the strengths of all generations, values experience, spurs innovation across age groups, and supports the evolving needs and aspirations of older workers.
Adaptability
An age-aware company evolves its strategies and practices to align with demographic shifts, anticipating and responding to changes in market dynamics and workforce composition.
Representation
An age-aware company portrays the diversity of older adults authentically in all communications, rejecting stereotypes to reflect varied lifestyles, abilities, and contributions.
Engagement
An age-aware company develops meaningful connections with older populations across business operations, recognizing their multifaceted value as consumers, employees, and stakeholders.