PRESS RELEASE: 55/Redefined Launches International Age Pioneers Week 2025 as A Global Platform to Redefine Opportunities for the Over-50s Workforce

#IAPW2025

London, UK – 17 November 2025: 55/Redefined, the global platform dedicated to redefining opportunities for over-50s in the workforce, today marks the launch of International Age Pioneers Week (IAPW), an initiative spotlighting the value of age-inclusive workplaces and celebrating the contributions of professionals aged 50 and beyond.

Running from 17–21 November, IAPW builds on the legacy of National Older Workers Week, acquired by 55/Redefined in October 2024, and expands its reach and ambition to a worldwide audience.

Last year, the UK-focused campaign for National Older Workers Week reached over 800,000 people, spotlighting the untapped potential of over-50s talent. This year, under the new badge of IAPW, 55/Redefined is going global and reaching out to a much larger audience.

An Age Pioneer is characterised as someone who actively challenges outdated perceptions of ageing in the workplace. This includes professionals aged 50+ who are redefining their career paths, employers who champion age-inclusive practices, and young professionals who are future-proofing their careers by embracing multigenerational collaboration.

This year’s programme features the launch of two flagship reports.

· The first is a survey of 3,500 individuals aged 50–70 on topics including motivation at work and attitudes towards money and retirement. Launching on Tuesday November 18, in partnership with FTSE250 retirement specialist Just Group, the report is designed to provide fresh insights into the attitudes, behaviours, and needs of the over-50s workforce to help guide organisational strategy.

· The second, co-produced by 55/Redefined and the Global Coalition on Aging (GCOA), creates a compelling media narrative around age strategy and inclusion. Entitled Age Intelligence in Action: Global Best Practices from Leading Employers, the report showcases organisations that are leading the way in age inclusion. The report was launched at the GCOA Silver Economy Forum in Manchester on November 11-12 as a prelude to IAPW.

Headline sponsor AMS joins a distinguished group of partners including Axa UK, Canada Life UK, Cornerstone, Diageo, Just Group, PageGroup, Project People, John Lewis and World’s Happiest Workplaces powered by WorkL. Each will activate bespoke campaigns and content throughout the week.

Lyndsey Simpson, Founder and CEO of 55/Redefined, said:

“International Age Pioneers Week marks a powerful new platform to engage a global audience on the value of midlife talent. As the number of workers aged 50 and over continues to rise - and younger cohorts shrink - it’s more critical than ever to recognise the skills, experience and resilience that older workers bring to the table.

“At 55/Redefined, we call those who champion this mindset ‘Age Pioneers’. They are dismantling outdated stereotypes and embracing the benefits of a truly multigenerational workforce. We’re thrilled to see so many sponsors backing this initiative and demonstrating that Age Pioneers are central to their workplace culture. Because, as we always say: if you don’t have an age strategy, you don’t have a growth strategy.”

Sharon Bagshaw, Chief Client Officer, APAC, EMEA & UK&I, AMS added:

"Age inclusion is becoming one of the most crucial factors in establishing a thriving and dynamic workplace. Employees in their 50s, 60s, and beyond, bring invaluable insight, perspective, and continuity that enrich intergenerational teams. We’re proud to play a leading role in IAPW and support the development of Age Pioneers across the globe."

Michael Hodin, CEO, Global Coalition on Aging says:

“Population aging has long been framed as a burden, but it’s an enormous economic opportunity: the Silver Economy is already worth US$22 trillion and continues to grow. For companies that recognise the opportunity it presents, it will be an engine of growth. We aren’t just living longer, we’re living healthier. Today’s older adults are able and want to work longer than ever before, and are capable, highly experienced talent. Savvy employers will capitalise on these valuable employees and win the war for talent with tailored benefits, opportunities for growth, and an overarching ageing strategy. “

Ellie Evans, Group Chief People Officer from Just Group, says:

“At Just Group, we believe that recognising the value of experienced workers is not only inclusive, it makes good business sense. We're proud to see age as an asset not a barrier. As people live and work longer employers will need to adapt to attract and retain older workers, making the most of the wealth of skills and experience they offer. At Just, we know this and we're working hard to ensure our workplace continues to be a place where everyone can thrive and belong at every stage of life.”

To get involved in International Age Pioneers Week, download the media pack here:

Fact Check: The Case for Age Inclusion

• By 2030, 50% of the workforce in Western countries will be aged 50+. (55/Redefined The Unretirement Uprising Report)
• A 70-year-old in 2022 has the same cognitive score as a 53-year-old in 2000. (IMF, Sustaining Growth in an Ageing World).
• 34% of the US workforce is over-50; 1-in-5 over 65s Americans is in work (US Census Bureau)
• The number of workers aged 55 and over in the EU rose from 23.8 million in 2010 to almost 40 million in 2023 (Eurostat)
• Japan is a super-aged country and has one of the highest post-retirement employment rates in the world (Nippon.com). The government has launched a ¥1 trillion (approximately €5.8 billion) retraining plan to update skills across the entire workforce, regardless of age.

BUT our studies at 55/Redefined on the UK market show...

· 93% of over 50s feel unsupported by their employer

· 89% of over 50s would take a pay cut to change role / industry and re-skill

· 56% of over-55s want to work beyond age 65, and 9 in 10 are willing to retrain even at a lower salary.

· 92% would stay working for longer if they could re-skill or change career path

Source: ‘Unretirement Uprising’ and ‘Shut Out, Forced Out, Overlooked’ reports from 55/Redefined

International Age Pioneers Week Highlights:

· Launch of a Research Study in conjunction with Just Group, surveying 3,500 individuals aged 50–70 on work, retirement, and age strategy.

· Publication of the Global Coalition on Aging Report, Age Intelligence in Action: Global Best Practices from Leading Employers, featuring best practices and case studies from global companies.

· Webinars, social media activations, and Redefiners content series from sponsors, celebrating age-inclusive innovation across sectors.

• Keynote sessions 55/Redefined Founder and CEO, Lyndsey Simpson, author of The Age Rebellion: Plan Your Future and Thrive! [available from major booksellers, publishing in May 2026. Order advance copies here[AB1]

ENDS

INTERVIEWS AVAILABLE

Lyndsey Simpson, Founder and CEO, 55/Redefined

CONTACT:

Tony Brown

PR and content executive

Tony.brown@55redefined.com

07796 888955

[AB1]@chloe.johnson-hill - Hi Chloe, here is the ref to the book launch. Can you let us know if you are happy for us to mention advance sales at this point.