Veolia is a leading resource management company providing water, energy and waste services. It recognised that many inclusion campaigns focused on younger audiences, yet the UK has an ageing population that is often unseen and underappreciated. Forty-four percent of the Veolia workforce are over the age of 50, and it offers an age-inclusive environment where attrition is lower in this age group.

Veolia wanted to further develop its employer brand to ensure it was truly inclusive of all groups, and research showed that the over-50s group was in itself highly diverse. It included sub-groups of environmental thinkers, hard workers, business changers with experience, career climbers and everyday leaders. It decided to launch a campaign to show this generation what successful and fulfilling careers could look like. The ‘Don’t presume we’re past it’ campaign included a hero video and a number of stings aimed at raising awareness of over-50 talent in the company. The campaign was launched to 14,000 colleagues in August 2024, and managers were provided with toolkits so they could have conversations about career development and flexible working after the age of 50.

An ‘In Conversation’ podcast was recorded and shared so colleagues could access while driving or away from the computer, discussing the myths around employing this demographic. This was complemented by health screenings offered by the wellbeing team, which uncovered three cases of prostate cancer at an early stage. There is also a menopause support group that aims to remove barriers for women going through this phase. The whole campaign has reached thousands of managers and employees, amplifying the important role of older workers at Veolia.