The importance of diversity, taking care of senior talent and accessibility policies: key factors for dealing with the demographic challenge businesses face today
In these times of uncertainty and fast-moving change, companies must analyze how they can tackle a string of mega trends affecting everyone, particularly the climate crisis, ever-widening inequalities and migration, polarization and an ageing population. “Society will become older but more digital and this will oblige companies to think about policies that prevent discrimination against older people”, explained Ignasi Carreras, professor and director of the NGO management training programs at the Esade Institute for Social Innovation, during the online conference ‘Reto demográfico y negocio responsable’ (Demographic shift and responsible business) within the framework of the Esade – SERES Foundation lecture series.
Ana Sáinz, general manager of the SERES Foundation, pointed out that “According to UN forecasts, more than half of the Spanish population, about 53%, will be over 50 by 2050”, consequently, “companies have a crucial part to play in response to this shift and the ageing population. We must revise our business models and bring our goods and services into line with the new lifestyle of senior citizens and acknowledge them as indisputable active agents of growth and development in society.”
The importance of diversity, awareness and accessibility
Nuria López, director of Transversal Services and Reverse Mortgages at CASER Seguros, emphasized that companies face the challenge of adapting to citizens’ future needs. “We must cater for their age and lifestyle by providing products and an ecosystem designed for the over 55s,” she said. She also highlighted the importance of personalized customer service. “CASER Seguros understands that people have different needs so we must offer personalized, intergenerational products that cater for different stages of life,” she added. On the other hand, López stressed that financial education “is essential in order to plan for retirement.”
“Diversity means wealth,” said Francisco Mesonero, director general of the Adecco Foundation, who insisted on the importance of getting all spheres of business involved, having supportive public policies and eliminating bias and preconceived ideas. In this respect, the Adecco Foundation believes it is essential to foster awareness, diversity strategies, equality and inclusion in order to encourage talent, equal opportunities, and eliminate labels that do not convey what an executive is worth. Mesonero was also clear about the need to involve senior talent because these professionals contribute “a fundamental value to a company’s competitive edge and sustainability, and constitute an important workforce with heightened attributes such as maturity, experience and critical thinking.” Along the same line, Mesonero reminded the audience that senior talent makes an essential contribution in all spheres, including the development of rural areas. ‘Libro Blanco sobre la gestión del talento sénior en España’ (White Paper on the management of senior talent in Spain) by the Adecco Foundation and the SERES Foundation, is a handbook with useful advice for companies about this subject.
Hélène Verbrugghe, the Meta public policy manager for Spain and Portugal, presented the metaverse as “the next generation of internet, immersing people in the internet by virtual reality.” A world that will offer apps accessible in virtual reality in the next five or ten years. Verbrugghe underlined Meta’s global outlook as regards the demographic shift, with a view to enhancing accessibility and providing opportunities for people living in rural areas. Finally, she highlighted the cornerstones of Meta’s in-house policies: the recruitment of senior talent to enhance diversity, training, growth and the incorporation of these persons into Meta services.
