Initiative raises awareness of companies about the challenges faced by experienced professionals, seeking cultural change.
In an era of enormous awareness about diversity and the need to combat prejudice, advertisers Lara Magalhes and Thati Bissoli (both from Facebook) launched Coletivo 45+ with the purpose of moving the communication market with the silver economy agenda. They promote the employability of this public through projects, campaigns, studies and debates.
With actions aimed at combating ageism through the inclusion of this public in thoughts about products and services, the 45+ Collective will be formed by a group of creators from the most diverse areas of activity who will develop projects for the silver economy.
The idea is that initiatives can arise through a specific demand from a client/brand but also through our Collective of Creators who also specialize in the silver economy, explains Lara Magalhes. When we talk about a group of creators, we refer to the broadest sense of the word. It doesn’t mean that we are going to restrict our advertising activities, he adds.
Audiovisual, BI, Art Direction, Photography, Influencers, Artificial Intelligence, Journalism, Technology and User Experience are the areas initially covered.
According to a study, launched in 2022, carried out with 191 companies from 13 different sectors by the consulting firm Ernst & Young in partnership with Maturi, a professional training agency, ageism is already a reality recognized by 78% of companies.
These corporations interviewed consider themselves ageist and admit that they do not have policies to avoid discrimination based on age in their selection processes. Recognizing the problem is the first step towards combating measures, says Thati Bissoli.
Support from partner companies can be through the creation of innovative projects that provide opportunities for experienced professionals and studies that allow us to better understand the public of the silver economy.
We cannot forget that this will be the main consumer public in the coming years, so the challenge of being a pioneer in developing projects for this public will certainly bring great returns, says Thati. We have companies that want to help promote this change in market vision, which can certainly generate new sources of revenue, she adds.
It is desirable that partner companies already meet diversity and ESG requirements, increasingly demanded by companies, investors and the market in general, and commit to ensuring that at least 50% of the professionals who will work on projects are 45+.
In addition to the work that seeks to show ways for the greater inclusion of professionals over 45 to bring results, the members of the 45+ Collective also highlight the social impact of the success of the venture. According to data from the International Labor Organization (ILO), 34% of elderly people (over 65) in Latin America have no income.
This is already the result of discrimination that begins in the age group we are dealing with, with the aim of reducing this percentage as there is greater awareness of the negative effects of ageism on the economy of any country, says Lara Magalhes. The aging of the population also impacts the consumption profile, Brazil today has over 55 million consumers over 50 years old. In other words, 25% of Brazilians are already on the Maturity Journey, he adds.
Thati Bissoli draws attention to the excessive appreciation of young people since the world began to digitalize at a more intense pace, with consequent discrimination against more senior professionals.
This taboo is reflected not only in work, but in interpersonal relationships, in health, aesthetic and even sexual issues, explains the member of Coletivo 45+.
Thati explains that today’s young people must face the same problems in the future if ageism is not an issue addressed in the present. ILO data show that by 2030, one in every six professionals will be over 60 years old; The proportion will rise to one in four by 2050.
The workforce in Brazil will be made up of 57% of professionals over the age of 45 in 2040, he reports.
The taboo of aging in numbers (can we produce art?)
- 78% of companies recognize themselves as ageist;
- Only 5% of agency employees are over 50 years old;
- Brazil made the biggest jump in aging since 1940 in the 2023 Census;
- 34% of seniors over 65 have no income in AL;
- By 2030, one in six professionals will be over 60 years old;
- The workforce in Brazil will have 57% of professionals over 45 in 2040;
- By 2050, one in four professionals will be over 60 years old;
- Brazil will reach its population peak in 2038, then begin a reduction and greater aging of the population.
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
