How Amazon are building an Age Strategy, to ensure they have a Growth Strategy

55/Redefined

Discover the Importance of 'Finding Your Dave' to Drive Business Growth

Amazon is a company that’s always been ready to pivot… and fast. It’s how the Seattle-based group became the multinational technology giant that it is today. 

So, if Amazon says something is a game-changer, every business should sit up and listen. 

Less than six months ago, global age specialists 55/Redefined met the management team at Amazon UK and explained how Western countries’ age demographics are changing radically. Amazon listened… and understood immediately that:

Shrinking birth rates mean smaller talent pools of younger workers
Older workers are a hugely under-used and valuable asset
The over-50s hold 80% of the wealth in the UK – and they need to be marketed to differently to younger generations.¹

“It became clear to us we are walking into a minefield of population change,” recalls Catherine Hearne, HR Director at Amazon UK. “The business case became so obvious.”

Never one to sit on their laurels, Amazon saw the opportunity and went for it. Catherine and the management team understood making age inclusion front and central of all activities was imperative for the business, their teams and their own jobs. Only a fool would ignore the evidence.

Age Strategy Is Not Just HR’s Problem – It's a Business-Wide Responsibility

The HR team recognised they had to embed age strategy at the top level of the business but they also knew HR couldn’t do this on its own. “It’s completely down to leadership buy-in,” says Catherine. That’s where Dave Brittain, Business Development Director at Amazon Fashion Europe, has made such a difference.

Dave is on the commercial side of the business, not HR, but he had seen the data on age and knew he had to get involved.

“Age is the next horizon for growth,” says Dave “If you’re not looking at age strategy now, you’re going to be massively behind the curve. You are setting yourself up for failure.”

In fact, Dave was so convinced of the business case, he became a pioneer for age inclusion throughout Amazon. “I can't really understate how important this is. Whether you are in finance, business or marketing… This topic just gets bigger and bigger,” says Dave. “For Amazon, age inclusion is going to enable our business over the next few years.”

Amazon is building its age strategy into everything they do – it is not a policy just bolted onto the side of activities but built into everything it does. For example, to remain a successful e-retailer, Amazon has to ensure it is targeting those consumers with disposable income. And, as we know, the over-50s have most of the UK’s wealth. 

“So, you'll see more about age in Amazon’s advertising soon,” Dave reveals excitedly. “It’s just a small example of where age demographics are touching everything we do and changing how we think.”

Your Executive Sponsor Doesn’t Need to be Over 50

Dave freely admits that as he is in his early 40s, he isn’t in the older worker age bracket. But, he says, that doesn’t matter. It may even be a positive. “I am absolutely passionate about age. It's future-proofing the business,” he says. “We talk about age in some form at every management team meeting,” he explains.

“If you're not ahead of the implications of age now and not thinking about age strategy now, you're going to be massively behind,” Dave warns. “And if you're massively behind, you’re going to let down all of your employees, not just those who are in this age group.”

Age Strategy Needs to be Across Every Department

Dave’s passion on the subject is clear to anyone who hears him speak. Over 100 attendees heard about him at 55/Redefined’s recent Age Pioneers forum and were blown away by his enthusiasm. Having a “Dave” in your corner takes the conversation about age to departments beyond HR and DE&I. 

Dave’s Advice on How to Find Your Age Champion

Dave says there are people like him in most organisations. Here are his five tips on how to find them. 

“Start by asking your HR department for a list of about five to ten leaders in the business who are known for being people-centric.”
“Aim for mid to senior management and people who like to do things a little differently with their team.”
“Suggest an informal conversation with them about age – and ask them what they think. Don’t ask them to volunteer yet!”
“Identify the one or two who are super passionate about the topic. Then start to hustle them! Ask them if they want to sponsor a certain project.”
“You will then find someone who is willing to go above and beyond their day job. It’s because, like me, they are passionate about this and willing to stick their neck out to make a difference.”

Follow in Amazon’s Footsteps

Amazon are making great strides in their Age Inclusion journey with the help of expert insight, advice and solutions from 55/Redefined.

Our team can help you build the effective multigenerational workforce of the future. Visit https://work-redefined.co/work/contact to share your details and we’ll be in touch to set up a meeting with you.

References:

¹ Campaignlive.co.uk