City of Toronto shines a light on anti-ageism in the workplace
Posted in: Campaign
Date Posted: 2019-11-13
The City of Toronto in collaboration with the National Initiative for the Care of the Elderly (NICE) has revealed the latest Toronto For All campaign against ageism in the workplace.
The campaign challenges Torontonians to check the biases they may have against older workers staying in or entering the workplace, and to recognize the invaluable experience they bring. The creative for the campaign promotes a fictitious aging cream, a play on the beauty industry that promotes the benefits of being older and experienced in the workplace. After promoting this fictitious product prior to launch, the campaign revealed that while the product does not exist, ageism does.
With people living longer, it is increasingly common for seniors to continue working or volunteering well past the traditional retirement age of 65. Regardless of whether the decision to stay in the workforce is a necessity or a life choice, societal attitudes in the form of ageism can end up conflicting with personal preferences.
“All Torontonians benefit from the energy and lived experience that seniors bring to Toronto’s diverse communities and neighbourhoods,” said Mayor John Tory. “Seniors are a valuable asset and a key part of what makes this city great. As the City, it’s important that we not only set the example by fostering a work culture where senior workers feel respected and valued, but we also encourage people to check any biases they may have toward older workers.”
At the time of the 2016 Census, more than 62,000 Torontonians age 65 and over were either working or looking for work – a labour force participation rate of 15.6 percent. The unemployment rate for Toronto’s seniors was 5.0 per cent, which was lower than the unemployment rate for Torontonians as a whole at 8.2 percent.
The campaign was created in consultation with NICE’s Community Advisory Committee. As with previous campaigns, the goal is to prompt discussion and action to make Toronto more inclusive for older workers.
“Ageism in the workplace often presents as status inequality and exclusion of older workers, who are often viewed as less capable or unable to keep up with technology,” said Dr. Raza M. Mirza, NICE Network Manager. “These issues have been identified as hidden problems and ones that are difficult to overcome. Efforts to raise awareness of the implications of ageism at work and within society are desperately needed. An age-diverse workplace where all individuals are valued and have the opportunity to share their expertise and experience puts employers at an advantage.”
This anti-ageism campaign delivers on one of the recommendations (#21) outlined in the Toronto Seniors Strategy 2.0. In May 2018, Toronto City Council adopted the strategy, which is an updated version that upholds the principles of equity, respect, inclusion and quality of life for seniors, and commits to seniors having equitable access to City services and programs. More detailed information about the strategy can be found on the Toronto Seniors Strategy web page at toronto.ca/city-government/accountability-operations-customer-service/long-term-vision-plans-and-strategies/toronto-seniors-strategy.
Information and resources to educate Torontonians about ageism in the workplace are available on the campaign website at TorontoForAll.ca/ageism.