The Aviva Award for Championing an Ageing Workforce

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Recognising businesses that are adapting for the future by responding to our ageing population and intergenerational workplaces.

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We are living longer than ever before, yet far too many people fall out of the workforce early. Without more older workers active in the workplace there are significant risks for UK plc that we will not have the workforce or skills we need to be a competitive nation. Businesses must wake up to the challenge of extending working lives.

- Baroness Sally Greengross,
Chief Executive of the International Longevity Centre-UK

Please note: the deadline for all Award submissions has been extended to 5pm GMT on Friday 17 February 2017.

Our population is ageing: 10 million people in the UK are over 65 years old. The latest projections are for five and a half million more older people in 20 years’ time, and around 19 million by 2050. Between 2000 and 2050, the proportion of the world's population over 60 will double, reaching approximately 22%. This is creating demand for new products and services.

Longer working lives will become normal, as will workplaces and teams spanning up to four generations. This is a new challenge for responsible businesses that want to maintain fair and productive workplaces.

The Championing an Ageing Workforce Award identifies those businesses that are responding to these emerging needs and in turn are maximising the business’ resilience to a growing ageing workforce.


A successful entry will demonstrate that the business is:

  • Supporting and enabling employees to successfully adapt to and enable longer working lives; and

  • Creating a thriving intergenerational workforce.

Examples of activities could include:

  • Supporting employees to address challenges created by extended working lives, such as combining work with caring for relatives, managing chronic health conditions and disabilities;

  • Flexible working and job design, which is good for business and for people balancing work and other responsibilities;

  • Strategically responding to the diversity of ideas and approaches that result from intergenerational workforces.


  • This category is open to all members of Business in the Community (BITC) and any non-member private sector business.

  • The business should be entering for a programme that goes above and beyond the core purpose of the business.

  • The entry should focus on impact achieved in the UK.

  • Businesses of any size can enter and will have an equal chance of winning as entries will be assessed against the scoring guide and not against each other.

  • Initiatives or programmes can have been running for any length of time. However, programmes which have been running for less than a year may find it harder to evidence longer term or sustained impacts.

  • For more details, please contact Rachael Saunders at

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