55/Redefined reposted this
Want to hear about a subject and have it totally reframed. Where you can move from pity to powerful in one fell swoop. Listen up. Last week I heard Lyndsey Simpson, CEO and Founder of 55/Redefined, deliver what I can only describe as a masterclass in reframing, whilst in conversation with Annette Male CEO of dentsu. I was constantly mouthing WOW at the statistics and case studies shared. Lyndsey doesn’t do patronising, she does data. And the data is extraordinary. Here are just a few nuggets you might want to read if you employ people (cough cough): 🌱 Our marketing obsession with youth might be a bit off kilter as that population is going to shrink by 25%. By 2030 - 50% of the western european workforce will be aged 50+ (less than 4 years folks) 📱 EE had over 700 retail stores at one point in the UK. Average customer age over 53. Average age of a store staff was 27. With 120% attrition for the 20 - 29 year old cohort employed that equated to losing millions. Staff attrition in over 50's was sub 12%. 🥊 What's the one thing a retailer you can do that makes a young member of staff in your store feel safe? Have an over 50’s colleague. They diffuse violent altercations with customers in an increasingly violent world. Again WOW. 🌡️ Absence recurrence in the over 55s - 9%. In the under 25s - 25%. (Did I say WOW.) 😡 70% of managers say older employees learn more thoroughly and more quickly than younger staff. Yet sadly so many hiring managers have assumptions and bias, one quote Lyndsey has heard often is “I don’t want to employ someone who looks like my Dad, it's weird”. 🏦 Studies across the western world show you are MORE likely to launch a successful business in middle age. Anne Boden launched Starling Bank as a first time entrepreneur at 56. "If you haven't got an age strategy, you haven't got a growth strategy." That's Lyndsey's mantra, I can't argue with it. Annette took care to frame the session (on the Future Dome stage Anthropy UK) as not about age as a diversity topic or stereotypes, but about productivity and the UK economy. It delivered hard data on why ignoring this age group is actually damaging for brands and businesses. 👏 She is not just talking about this on stage either, but also doing it, with Dentsu a partner of 55/Redefined. They've renewed their Age-Inclusive Accreditation three consecutive years running. In an industry with an average age of 34, that makes them an outlier. As no spring chicken myself, I am delighted to see people like these two female powerhouses articulating - the impossible to ignore business case - for something which won’t just change society for the better, but will also mean a lot of amazing people get treated with the respect they deserve. Lyndsey has a new book launching The Age Rebellion. Get it. I will put a link to pre-order in the comments 📖 #AgeRebellion #FutureOfWork #Ageism #Over50 #Leadership #WomenInBusiness #Longevity #Anthropy26