PRESS RELEASE: 55/Redefined Launches International Age Pioneers Week 2025 for Global Celebration of Age Inclusion

London, UK, 28 October 2025: 55/Redefined, the most trusted global platform for over-50s and all those seeking to engage with them, has added a new date to the international events calendar with the launch of International Age Pioneers Week (IAPW).

The week, running from 17 to 21 November 2025, spotlights the value of age-inclusive workplaces and celebrates the contributions of professionals aged 50 and beyond. Building on the legacy of National Older Workers Week, acquired by 55/Redefined in October 2024, IAPW expands its reach and ambition to a global 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An Age Pioneer is characterised as someone who actively challenges outdated perceptions of ageing in the workplace.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 will feature the launch of a flagship report.

· Co-produced by 55/Redefined and the Global Coalition on Aging (GCOA), Age Intelligence in Action: Global Best Practices from Leading Employers creates a compelling media narrative around age strategy and inclusion. The report will be 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, Page Group, Project People, John Lewis and the 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, says:

“International Age Pioneers Week is about redefining what it means to thrive at every stage of life. With half the workforce soon to be aged 50+, and people living longer, healthier lives than ever before, it’s time we stopped seeing age as a barrier and started recognising it as a strategic advantage.

“It is more than just raising awareness. It is about taking practical and positive steps to reengage and redefine what it means to integrate and celebrate the 50+ workforce. Ignoring this talent pool is not an option. Those organisations and businesses that don’t have an age strategy don’t have a growth strategy. That’s why it’s so important to get on board and support International Age Pioneers Week.”

Sharon Bagshaw, Chief Client Officer, APAC, EMEA & UKI, 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.”

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

· 46% of over-55s want to work beyond age 66, and 9 in 10 are willing to retrain even at a lower salary.4

· 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, Purpose, not Pay, 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 Waterstones, publishing in May 2026. Order advance copies here

ENDS

INTERVIEWS AVAILABLE

Lyndsey Simpson, Founder and CEO, 55/Redefined

CONTACT:

Tony Brown

PR and content executive

Tony.brown@55redefined.com

07796 888955