The rise of ‘Granfluencers’ on Instagram and TikTok has demonstrated that the elderly can be great at selling and connecting with audiencesAt a Trader Joe’s store on Manhattan’s upper east side, staff members shepherd the snaking checkout line as shoppers snap up last-minute cookies, gnocchi and organic balsamic vinegar. What stands out this spring day is that above the store’s signature Hawaiian shirts, there’s a lot of grey hair.
For years, older Americans have been continuing to work for longer, as life expectancy rates rose and many were unwilling or unable to retire. That came to a halt with the health crisis. While the labour force participation rate for Americans between 55 and 64 has returned to pre-pandemic levels, the rates for those in their late 60s and 70s are still lagging, according to the US Bureau of Labor Statistics.
Some companies are smartly turning to seniors once more. AARP, an advocacy group for Americans over 50, has developed an Employer Pledge, which companies can sign to show that they value older workers. Those looking for employment through the AARP jobs board can filter their search to show vacancies from pledge signers. In the first quarter of this year, AARP saw twice as many new signers as in the equivalent period in 2021.
For instance, Unilever offered internships for over-60s in Argentina that came with competitive salaries. The company was so impressed with applicants that it created a database of profiles for future recruitment. A separate initiative is expanding the skills of more mature workers in its US factories.
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