“Experience Never Expires”: Skills Development Group Launches New Campaign to Reveal the Potential of Workers Over 45 via Multiplied

Skills Development Group, global specialists in talent development, is proud to announce the launch of its bold new campaign, Experience Never Expires created in collaboration with creative agency Multiplied. This movement aims to challenge ageism in the workplace and highlight the immense untapped potential of workers 45 and older.

The Experience Never Expires campaign brings attention to the significant financial and human benefits of embracing age diversity in the workforce that have otherwise gone unvalued. The campaign will span New Zealand, Australia, Singapore, and the United States.

Data shows that if we eliminated age discrimination, we could raise GDP in the OECD by 19% – or $15 trillion in the next 30 years. In the US alone, ageism is estimated to be costing the economy $850bn in GDP annually. On a smaller scale, age-diverse teams are shown to have 19% higher innovation revenue and 9% higher profit margins, making ageism not just an ethical issue, but a massive financial opportunity if correctly addressed.

Sarah Alexander, head of brand – consulting and international at Skills Development Group, says the campaign couldn’t come at a more critical time: “Workplaces are evolving rapidly, and to stay competitive, businesses must embrace the experience and skills of their entire team. We’ve seen how under-utilised and undervalued workers over 45 feel in today’s job market, despite their immense value,” said Alexander. “At Skills Development Group, we firmly believe that business growth comes first and foremost from the growth of your people. We are committed to reshaping perceptions of more experienced workers, and driving home the message that their knowledge and potential is invaluable for future business success.”

The campaign will feature a series of high-impact digital activations, educational resources, and a chance to be awarded up to $100,000 in free team development support for selected companies.

Aaron Taylor, creative partner at Multiplied, believes the campaign will spark necessary conversations in boardrooms and workplaces worldwide: “Partnering with Skills Development Group on Experience Never Expires has been a meaningful journey for us. This campaign speaks to something bigger than just business – it’s about breaking down stereotypes and showing that experience truly never loses its value. Our goal is to change the narrative and celebrate the immense contributions workers over 45 bring to the table.”

Experience Never Expires is set to launch in October 2024 and will run across multiple platforms, including digital and social media, video, and industry publications.

For more information on the Experience Never Expires campaign, visit experience.skillsdg.com, Skills Development Group’s website – www.skillsdg.com, or follow on LinkedIn.

Client: Skills Development Group
Head of Brand – Consulting & International: Sarah Alexander

Creative Agency: Multiplied
Media Agency: 36 Presents
PR Leads: Kimberly Kastelan, Nicola Abercrombie, Mark Burt, Annalise Brown, Kirilly Mallard