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Business contribution
to the European Year
for Active Ageing
Virginie Delwart, Johnson & Johnson
Lisa Harlow, Intel
Jacques Spelkens, GDF SUEZ
Rachel Buchanan, AGE Platform Europe
With participation from Ralf Jacob, DG Employment and Social Affairs

2. According to you, what is Active
Ageing?
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Source: WHO http://www.who.int/ageing/active_ageing/en/index.html
Etienne Goulley, AGE council member (France)
AGE Platform Europe
Patrick Bonnet, Head department of social
development and solidarity, GDF SUEZ
- Can you share with us a professional
experience (outside today) where your age
made a difference?
- According to you, what is the role of the
business community with regards to ageing
employees and communities?
- Where are we today? Where should we be by
2020?

3. Why is Active Ageing important for
businesses?
• Capitalize on the learning curve of CSR Europe’s network to learn about
existing corporate practices
• Expanding managerial knowledge and awareness of age management
• Changing attitudes and approaches with regards to the relationship between
employers/employees
• Development of age management capacity
• Changing employers and employees attitudes to life long learning
• Better integrate senior citizens in the research and development process of
new products and services
Source (*): www.eurocarers.org
All others : European Commission (http://ec.europa.eu/information_society/activities/einclusion/docs/ageing/overview.pdf)
UN, Population ageing and living arrangements of older persons: Critical issues and policy responses
http://www.un.org/esa/population/publications/bulletin42_43/bulletin42_43.htm

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European Context of this
Collaborative venture :
The European Year for Active
Ageing 2012
Ralf Jacob, Directorate-General
Employment and Social Affairs

5. European Commission5
European Year for Active Ageing 2012 -
objectives
• to offer a framework for commitment (…) to enable Member States
and stakeholders at all levels to develop policies through specific
activities and to commit to specific objectives related to active ageing.
• to raise general awareness of the value of active ageing in order to
highlight the useful contribution older persons make to society and the
economy (...)
• to stimulate debate and develop mutual learning (…), to identify and
disseminate good practice and to encourage cooperation and
synergies

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Initiatives from the leaders
involved
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7. Virginie Delwart
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Johnson & Johnson Objectives:
• Identify ways to properly manage the demographic changes
• Ensure transfer of knowledge internally
• Develop bridges to enable transfer knowledge externally
(engagement of senior employee )
Existing project:
• Ex-Executive for exchange Program

8. Jacques Spelkens
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1. Country agreement signed with French Public Authorities and trade
unions on the “Ageing Policies” (December 2009) regarding Life-
long Training, Mentorship, Knowledge Transfer and maintaining
senior personnel in the job until retirement age. Annual quantitative
evaluation on KPI.
2. Tutorship policies on intergenerational knowledge transfer.
3. Development of a CSR collaborative Intranet platform including
topics on senior personnel.

9. Lisa Harlow and
David Prendergast
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Existing projects:
• The Global Ageing Experience Project
• The TRIL Centre, Technology Research for
Independent Living Centre
• ‘LOG ON, LEARN’ An exciting e-inclusion
Programme
Identify strategic opportunities for appropriate technologies and
services for older people

10. Rachel Buchanan
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• Our challenge: the demographic reality, together with the current
financial and economic crisis, is forcing us to fundamentally re-think
the way our society is organised and to change our vision of older
people.
• Our objective: to mobilise all relevant actors who can help move
toward a society for all ages where older people are empowered to
participate fully and to contribute to their communities.
• Our action: AGE has been leading a campaign to put active ageing
and intergenerational solidarity on the EU agenda (EU Day on IS 29
April and campaign for EY 2012)

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Collaborative venture:
“Business contribution to the
European Year for Active Ageing”

12. This collaborative venture aims to...
• Address Active Ageing in employment:
Encourage volunteers to integrate and foster exchange between
ageing population and communities
Understand and encourage intergenerational exchange and
solidarity within the workforce
Adapt the concept of work-life balance to ageing employees and
promote flexibility for employees to take care of their elderly relatives
• Active Ageing through Social participation
Exploring how companies can better engaged ageing citizens in the
development of their products and services to better align offer and
demand.
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13. This Collaborative Venture aims to...
Healthy Ageing and autonomous living
Study and disseminate new models of home and community care in
support of independent living for older people
Explore the possibilities brought by novel technologies in support of
preventive healthcare, disease management and wellness for older
people
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Planned outputs:
• Collection of challenging and best practices
•Launch event to showcase existing practices and launch a multi-
stakeholder process to address various thematic with regards to
Active Ageing
• Building up the Business case for ageing employees by developing
a collection of practical tools and instruments available to
companies
• Closing event with Workshop on integrating, developing,
mainstreaming HR policies targeted at ageing employees and on
independent living principles and solutions targeted at communities
at large.

15. How can companies contribute to
the EY for Active Ageing?
1. Get actively engaged in CSR Europe Collaborative Venture on the
“Business Contribution to the European Year for Active Ageing”
Companies interested can join the collaborative ventures on the Business contribution
to the European Year for Active Ageing. If you are interested, please contact Marion
Birnstill mb@csreurope.org
2. Share existing initiatives, HR policies, events, workshops, trainings, that
your company is implementing with regards to these three key areas:
• Active Ageing in employment
• Active Ageing through social participation
• Healthy Ageing and autonomous living (products and services)
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Questions &
Answers
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Contact details of leaders
Jacques Spelkens (GDF SUEZ)
jacques.spelkens@gdfsuez.com
Lisa Harlow and David Prendergast (Intel)
Lisa.l.harlow@intel.com
Virginie Delwart (Johnson & Johnson)
vdelwart@its.jnj.com
Rachel Buchanan (AGE Platform Europe)
rachel.buchanan@age-platform.eu