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Enterprise 2020
1
Business contribution
to the European Year
for Active Ageing
Virginie Delwart, Johnson & Johnson
Lisa Harlow, Intel
Jacques Spelkens, GDF SUEZ
Rachel 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
3. What Is Active Ageing?
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Source: 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.
5. 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
6. 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
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
7. 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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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
9. 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
10. 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.
11. 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
12. 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)
14. 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)
15. European Commission15
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
16. European Commission16
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
17. European Commission17
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.
18. European Commission18
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
19. The European Year for Active
Ageing 2012 Agenda erase the
CSRe logo
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21. 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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22. 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.
24. 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 Ageing
Companies 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 mb@csreurope.org
– Using Potential – Jointly tackling demographic change
Conference 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 jk@csreurope.org
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25. How can companies contribute to
the EY for Active Ageing?
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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26. 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
27. How can companies contribute to
the EY for Active Ageing?
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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