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Enterprise 2020

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Business contribution to the European Year

for Active Ageing

Virginie Delwart, Johnson & JohnsonLisa Harlow, Intel

Jacques Spelkens, GDF SUEZRachel Buchanan, AGE Platform Europe

With participation from Ralf Jacob, DG Employment and Social Affairs

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Agenda

• Definition of Active Ageing• Business Context • Example of initiatives from Leaders involved• Agenda of the European Year for Active Ageing• Collaborative Venture objectives and deliverables• How can businesses contribute to the European Year• Questions & Answers• Contact details of leaders

What Is Active Ageing?

3Source: WHO http://www.who.int/ageing/active_ageing/en/index.html

The WHO states that “Active ageing is the process of optimizing opportunities for health, participation and security in order to enhance quality of life as people age. It applies to both individuals and population groups¨[…] allows people to realize their potential for physical, social, and mental well-being throughout the life course and to participate in society, while providing them with adequate protection, security and care when they need.

Within companies this can be translated in Active Age Management policies, ensuring to optimise the ageing workforce contribution, capitalising on their knowledge to enhance inter-generational exchange.

http://www.who.int/ageing/active_ageing/en/index.html


Business Context of this Collaborative venture

Why is Active Ageing important for businesses?

• United Nations Population division, one in five Europeans will be older than 65 years by 2025, an increase of 16% from 2002.

• By 2050, the older ages will make up a projected 22 per cent of the world population—33 percent in the more developed regions.

• Individuals aged 50 and over already represent 20% of the workforce and this proportion will rise to 25% in the coming years.

• It is estimated that Europeans over 65 possess wealth and revenues of over €3000 billion, thus representing a huge market potential.

• More than 60% of persons over 50 in Europe feel that their needs are not adequately addressed by current ICT equipment and services.

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Source (*): www.eurocarers.org

All others : European Commission (http://ec.europa.eu/information_society/activities/einclusion/docs/ageing/overview.pdf) UN, Population ageing and living arrangements of older persons: Critical issues and policy responses http://www.un.org/esa/population/publications/bulletin42_43/bulletin42_43.htm

http://www.eurocarers.org/

http://ec.europa.eu/information_society/activities/einclusion/docs/ageing/overview.pdf

http://www.un.org/esa/population/publications/bulletin42_43/bulletin42_43.htm

Why is Active Ageing important for businesses?

• Capitalize on the learning curve of CSR Europe’s network to learn about existing corporate practices

• Expanding managerial knowledge and awareness of age management

• Changing attitudes and approaches with regards to the relationship between employers/employees

• Development of age management capacity

• Changing employers and employees attitudes to life long learning

• Better integrate senior citizens in the research and development process of new product and services



http://www.eurocarers.org/

Did you know?

• Around 40% of older Europeans have some degree of activity limitation due to health problems and almost 50% report that they have long term health problems.

• During 1998 -2025 period, the world’s ageing population (ages 65 and above) will more than double.

• The number of elders is now increasing by 8 million per year; by 2030, this increase will reach 24 million per year.

• In the US “About 10 000 people will turn 60 every 24 hours for the next 20 years, helping to double the number of people aged more than 65 in the next quarter century.

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Example of initiatives from the leaders involved

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Virginie Delwart

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Active Ageing is an emerging issue that is incorporated in our current Global health programs

We want to: • Create, promote and sustain an organizational culture of

health • Promote consistent, competitive compliance of health

programs and service delivery • Lead in business by leading in health

As well as • Develop bridges to enable transfer knowledge internally &

externally (engagement of senior employee)

Upcoming project: • Ex-Executive for exchange Program

Jacques Spelkens

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1. Country agreement signed with French Public Authorities and trade unions on the “Ageing Policies” (December 2009) regarding Life-long Training, Mentorship, Knowledge Transfer and maintaining senior personnel in the job until retirement age. Annual quantitative evaluation on KPI.

2. Tutorship policies on intergenerational knowledge transfer.

3. Development of a CSR collaborative Intranet platform including topics on senior personnel.

Lisa Harlow and David Prendergast

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Intel Objectives:

• A global and local perspective on Ageing• Understand the myriad of social and cultural differences in people’s

experiences of Ageing and health• Challenge prevailing assumptions about what it means to grow old• Identify strategic opportunities for appropriate technologies and

services for older people

Existing projects: • The Global Ageing Experience Project• The TRIL Centre, Technology Research for Independent

Living Centre • ‘LOG ON, LEARN’ An exciting e-inclusion Programme

Rachel Buchanan

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• Our challenge: the demographic reality, together with the current financial and economic crisis, is forcing us to fundamentally re-think the way our society is organised and to change our vision of older people.

• Our objective: to mobilise all relevant actors who can help move toward a society for all ages where older people are empowered to participate fully and to contribute to their communities.

• Our action: AGE has been leading a campaign to put active ageing and intergenerational solidarity on the EU agenda (EU Day on IS 29 April and campaign for EY 2012)


European Context of this Collaborative venture :

The European Year for Active Ageing 2012

European Commission14

European Year for Active Ageing 2012…policy context

• EU 2020 strategy emphasised the importance “of promoting a healthy and active ageing population to allow for social cohesion and higher productivity”

• Relevant flagship initiatives (Digital agenda, Innovation Union, Agenda for New skills and Jobs, Poverty Platform)

• Council conclusions on active ageing (13 June 2010)

• European Parliament has adopted in October a resolution on “The demographic challenge and solidarity between generations” (Mann report)


EY Active Ageing 2012 … why?

• Active ageing needs to be supported by a wide range of policies at all levels of governance

• EU makes a contribution in a number of policy areas but active ageing falls mainly within the competence of Member States

• EY 2012 seems to be appropriate instrument for achieving some specific objectives


European Year for Active Ageing 2012 …state of play

• June - July 2009: public stakeholder consultation on a possible EY 2012

• Nov 2009 - July 2010: ex-ante evaluation (problem analysis, stock taking of existing EU activities, options)

• 6 Sept. 2010: Commission adopted proposal

• Sept. 2010 – March/April 2011: adoption of the decision by by Parliament and Council


EY Active Ageing 2012 - objectives

• to raise general awareness of the value of active ageing in order to highlight the useful contribution older persons make to society and the economy (...)

• to stimulate debate and develop mutual learning (…), to identify and disseminate good practice and to encourage cooperation and synergies

• to offer a framework for commitment (…) to enable Member States and stakeholders at all levels to develop policies through specific activities and to commit to specific objectives related to active ageing.


EY Active Ageing 2012 …committing to specific activities and objectives

• Stakeholders at all levels are invited to commit to activities and objectives in the run-up year 2011 so that tangible results can be presented in 2012

• Commission will set up in the first half of 2011 a website for the EY (documenting commitments and achievements)

• Commitments can relate to many areas and take different forms:- public debate or events to raise awareness- take stock of situation and obstacles - develop an active ageing strategy

The European Year for Active Ageing 2012 Agenda erase the

CSRe logo

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Collaborative venture:

“Business contribution to the European Year for Active

Ageing”

This collaborative venture aims to...

• Address Active Ageing in employment:

Encourage volunteers to integrate and foster exchange between ageing population and communities

Understand and encourage intergenerational exchange and solidarity within the workforce

Adapt the concept of work-life balance to ageing employees and promote flexibility for employees to take care of their elderly relatives

• Active Ageing through Social participation

Exploring how companies can better engaged ageing citizens in the development of their products and services to better align offer and demand.

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This Collaborative Venture aims to...

Healthy Ageing and autonomous living

Study and disseminate new models of home and community care in support of independent living for older people

Explore the possibilities brought by novel technologies in support of preventive healthcare, disease management and wellness for older people

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Planned outputs:

• Launch event with visibility for companies and communities at large, to showcase existing practices and demonstrate commitment to the Collaborative Venture

• Collection of challenging and best practices

• Building up the Business case for ageing employees by developing a collection of practical tools and instruments available to companies

• Closing event with Workshop on integrating, developing, mainstreaming HR policies targeted at ageing employees and on independent living principles and solutions targeted at communities at large.

How can companies contribute to the EY for Active Ageing?

“Active ageing means creating better opportunities and working conditions to enable older workers to play their part in the labor market, combating social exclusion by fostering active participation in society, and encouraging healthy ageing.”

1. Get actively engaged in CSR Europe Collaborative Ventures:

– Business Contribution to the European Year of Active AgeingCompanies interested can join the collaborative ventures on the Business

contribution to the European Year for Active Ageing. If you are interested, please contact Marion Birnstill [email protected]

– Using Potential – Jointly tackling demographic changeConference call will be held on the 19th of October from 2pm to 3pm to present

you the action plan of this collaborative venture. If you are interested, please contact Jan Kopper [email protected]

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2. Contribute to the collaborative venture of the Business contribution to the European Year for Active Ageing:

The European Year is also the opportunity to give visibility to existing and emerging initiatives undertaken by companies, to be published on the European Year’s website, ensuring emulation among companies!

These commitments should reflect the business community’s effort in three key areas:

– Active Ageing in employment– Active Ageing through social participation– Healthy Ageing and autonomous living

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How can companies contribute?

Active Ageing in employment

• Contribute by showcasing their good and challenging experiences in order to capitalize on the learning curve of various companies to improve the private sector expertise and practices in this field.

• Contribute to the European Day of Solidarity between Generations on 29 April

2011 by raising awareness on the importance of inter-generational exchange in the process of transfer of knowledge within the company. More information here http://www.age-platform.eu/en/age-policy-work/solidarity-between-generations/campaign

• Provide a list of workshops and events that companies or NPO are organising in

the field of active ageing to be advertised on the European Year’s website.

Active Ageing through social participation

• Highlight how companies are taking the necessary steps in promoting volunteering initiatives towards their ageing employees.

• Highlight how companies are contributing to active ageing through social participation(involving retirees and communities) 26


Healthy Ageing and autonomous living

• Share innovative processes that have been implemented to engage older citizens in the development of specific products and services.

• Highlight the technologies currently being developed to address ageing population and ease their autonomy and independence.

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Questions & Answers

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Contact details of leaders

Jacques Spelkens (GDF SUEZ)[email protected]

Lisa Harlow and David Prendergast (Intel)[email protected]

Virginie Delwart (Johnson & Johnson)[email protected]

Rachel Buchanan (AGE Platform Europe)[email protected]