Age Diversity Group Launched by UK Researchers

Three UK insight industry figures - Liz Norman, Danny Russell and Elaine Francis - have launched a group to champion age diversity in insight. Silver Insights Generation (SIGn) will 'advocate for older generations to be both acknowledged and represented in research, analytics, and in the workforce.'

The group, whose founding committee also includes Diane Earnshaw and Caroline Noon, will act as a hub for relevant information, provide speakers at events and provide a resource for companies and organisations interested in 'harnessing the incredible energy' of those in the profession aged 50 plus.

'Age diversity isn't just being inclusive' says Liz Norman, 'it's a powerful driver of commercial success. Older adults' control over £11.29 trillion in global spending and yet remain underrepresented in research. Despite this wealth, we seem to market to older cohorts only as a problem to solve, a stairlift or a funeral policy to purchase, but most in my age group are going to rock concerts or trekking around the globe. I've just obtained my speedboat licence, I'm not ready for a stairlift yet!'

Norman, who has run one of the more prominent specialist MR sector staff recruitment consultancies for some forty years, points to recent stats suggesting that by 2030 those aged 50 and over will represent 40-45% of the population across Europe and America, a development to which the insight and analytics industry's workforce is not adjusting. She adds: 'Of course, not all over 50's want to be in full time employment but many find themselves cast aside in any case, in favour of a 'younger but cheaper' replacement. Companies that do this are in critical danger of losing valuable experience and wisdom, particularly important in the age of AI. As an industry we have an opportunity to facilitate their expertise, their knowledge and above all, their resilience, which I believe is key to driving growth.'

SIGn says a large number of industry leaders have already been in contact and offered their support. Norman concludes: 'I'd urge everyone to take a closer look at hiring policies, are they age neutral? You could be missing out on key talent by making arbitrary decisions on age. We would never decide to not hire someone based on the other protected characteristics, so why is age discriminated against in this way? It just doesn't make sense.'

DRNO is not aware of a web site for the group as yet, but will add one here as and when. Interested parties can email editor@mrweb.com and we'll pass messages straight on.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.