“It might be hard especially if they’re in a specialised field as they might be seen as ‘past it.’”
The Ageism in the Workplace – Experienced, but Overlooked?
Ageism in the workplace is a growing concern. According to The Centre for Ageing’s recent report workers in their over 50s are often an overlooked talent pool. Despite their deep experience, and commercial insight, older workers are often dismissed due to unfounded stereotypes about the qualities and capabilities of this age group.
Public perception of Ageism in the Workplace
Recruitment
We conducted research with the UK public to hear their reflections on the matter. After a series of vox pops with the UK public, we collected insight into public perception of ageism in the workplace.
Participants mentioned how people of this age can be somewhat ‘too experienced’ than their younger counterparts who might not have as much experience, but will work at a cheaper rate.
“It might be hard especially if they’re in a specialised field as they might be seen as ‘past it.’” said one participant.
Technology can also stand in the way where younger workers might find it easier to navigate.
“I had a recent interview myself and they asked me about VR. For those who are older and not as tech minded it would be harder for them to get a job.”
These insights show a mismatch between perception and potential. While younger employees may be perceived as more tech-savvy, older workers offer different advantages: critical thinking, decision-making, and people skills that take years to build.
Value of over 50s in the workplace
Life experience, perspective and mentorship. These were the common themes that we pulled out when asking the public what they think the value is that over 50s can bring to the workplace.
“The knowledge that they bring for being in those companies for that length of time, they’re invaluable.”
Organisations need a balance of ages to perform well. Multigenerational teams often deliver better creativity, stronger collaboration, and greater understanding of diverse customers.
Partnership with SIGn
Vox Pops International has started a partnership with a group called SIGn, a group of professionals in the insight industry, tackling the issue of ageism specifically in the market research sector.
In the insight and marketing industry, only 3% of people over 50 are employed in insight departments. The insight function in the marketing department is to conduct and interpret customer market research and to share their findings throughout organisations in order to better market, advertise and promote their products and services.
Diversity is essential in business, and tackling ageism in the workplace can help push better insight of this group. This is especially relevant when over 50s represent 35% of the UK population and control over 50% of household wealth. This age group is essential to tap into, so representation in the office is the first step.
Reach out to SIGn for advice on this matter. To conduct your own video research, be it vox pops, video diaries, in depth interviews, gogglebox filming, animated reports please get in touch with diane@voxpops.com
Written By
Stephanie Earnshaw
Marketing and Strategy Manager
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