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“We'll work longer on our terms" says Boomers - but no-one is listening. Age Concern launches 'Heyday' to meet the needs of the modern retiree

• Nearly 60 per cent of Boomers want to work beyond state pension age
• Almost 10 per cent say they won’t retire at all
  BUT
• 64 per cent say it is impossible to get a new job within 10 years of retirement

Today sees the launch of Heyday, a new membership organisation – the first of its kind - backed by Age Concern to support people approaching or in early retirement. 

Research conducted by Heyday shows that Baby Boomers* in Great Britain are intent on reinventing retirement with many people no longer following a traditional pattern of working up until State Pension Age and then retiring full time.  Findings show that 58 per cent of people in their fifties and sixties who are currently working want to work in some capacity beyond retirement.

However, Boomers’ hopes of longer working lives could be dashed because nobody is listening to their needs and expectations.  A significant 64 per cent said it is impossible to get a new job within 10 years of retirement because the culture of the workplace fails to recognise the knowledge, experience and aspirations of the Baby Boomer generation.  These findings come at a sensitive time for the Government, which is determined to persuade people to work longer and save more to fund an ageing population.

For some, remaining employed past State Pension Age is a financial necessity.  One in four people (24 per cent) fear they do not have adequate pensions savings and a further 21 per cent will continue to work as they do not believe the State Pension will provide them with sufficient income in later years. 

Heyday is today launching the UK’s biggest ever survey, called ‘Have Your Say’, to find out the hopes and fears of people approaching or in early retirement.  Heyday is inviting over 10 million people to have their say on all the burning issues – work, ageism, pensions and more.  This feedback will not only shape Heyday as an organisation, but will create a powerful voice on what Britons want out of modern retirement.

Gordon Lishman, Director General of Age Concern, comments:  “In just ten years time, almost half of the UK adult population will be aged over 50.  Yet this latest research shows that 41 per cent of people in their fifties are not yet actively planning for their retirement.  We know that many of the problems experienced by the people with whom Age Concern works everyday have their roots much earlier in their lives.   Heyday will open up new options and opportunities for its members at a time when action can be taken, providing information for better choices and enabling them to plan ahead and avoid later problems.  We also want our members to have fun through Heyday and get the very most out of life!”

Ailsa Ogilvie, Director of Heyday added:  “The Heyday generation is part of a ‘quiet revolution’ taking place in the UK. They want to make the right choices to prepare for a very different kind of retirement to that experienced by their parents and grandparents. They want to create a new life for themselves and their families, but they need to find the financial and lifestyle framework that will allow them to do this.  Through the ‘Have Your Say’ survey, Heyday will listen to what Boomers want out of work and modern retirement to help them reinvent retirement in the same way they invented the teenager in the sixties and seventies.” 

Heyday will offer members access to a range of services designed to help them make informed choices on key issues affecting their future including wealth, health and employment.  Heyday will also ensure that members have an influential voice to Government on the things that matter most to them. 

To become a member of Heyday, visit www.heyday.org.uk or call 0845 888 22 22.

Ends
Notes to Editors:

* Those born between 1946 and 1965, when birth rates rose sharply.

About Heyday
Heyday is a not-for-profit, membership organisation, backed by Age Concern, for all people who are thinking about, planning for or in retirement.

By joining Heyday, members will be given access to a toolkit which will help them prepare for and enjoy retirement with confidence. These include:

• a comprehensive library of unbiased information to help people make the right decisions;
• representation to Government on issues members really care about;
• specially tailored great value products and services;
• offers and promotions with high street brands;
• the opportunity to tap into a social network of like-minded people.

To become a member, visit www.heyday.org.uk or call 0845 888 22 22.

Heyday has been developed by Age Concern following a long period of research and consultation.  The membership scheme model reflects other similar successful organisations across the world, including AARP in the US and Dane Age in Denmark.

Market research
A survey of 1,770 adults in Great Britain aged 50-69 was commissioned and managed by ACRS and conducted by Omnimas @ TNS (Taylor Nelson Sofres) on behalf of Heyday.  The research was carried out in April/May 2006.

Statistics
The introduction of Heyday comes as population statistics show that almost half the adult population will be aged over 50 in just 10 years time (source: Government Actuary).  As older people are living longer, healthier lives, they must take greater care in planning their financial, social and recreational lives if they are to avoid many of the difficulties being faced today by those in later life.  Heyday will provide a catalyst to creating a dialogue with this younger group before it is too late; and focus a national debate on improving the lives of all older people.

About Age Concern
Age Concern is the leading charity in the UK concerned with ageing and older people, and works to improve the quality of life for all older people.  Nationally, it is involved in campaigning, policy guidance, research and information, and through its trading arm, Age Concern Enterprises (ACEnt), offers a range of products and services specifically designed for older people.  The creation of a membership scheme which attracts a younger audience will allow Age Concern to achieve greater impact in helping prevent many issues facing older people, particularly in relation to financial and health matters.

Heyday Newsroom

Tel: 020 7025 8519  
Email: heyday@3-monkeys.co.uk 

Out of office hours contact:
Christine Jewell – 07909 925 048
Katy Evans – 07908 215 929
Katie Hine – 07976 449 940