How can your business cultivate a strong workforce and a significant community presence through CSR (Corporate Social Responsibility) as we embrace the spirit of spring and new beginnings?

One meaningful way is to support intergenerational programs with local aging-in-place non-profit organizations. A robust workforce and meaningful presence in supporting these programs in your community will bring —

• Increased employee engagement and satisfaction because your employees feel their company is making a genuine difference in the lives of others.
• Increased brand loyalty and reputation within your local community as a leader in social responsibility initiatives.
• Legacy by establishing a workplace culture that supports and values people through all stages of life, ensuring that leaders of today and their teams receive the same support as they grow older.

Why support and partner with aging-in-place organizations?

• 77% of adults over 50 prefer to age in place. In 2020, only 1.2 million adults over 65 were residents in a nursing home.
• Within the past 20 years, the percentage of older adults living in nursing homes has declined, while the percentage of older adults living in traditional housing has increased.
• About one in five adults ages 50 to 80 (19%) say they are very confident in paying for help with household chores, grocery shopping, personal care, and managing finances. Meanwhile, 39% were somewhat confident in paying for the same expenses, and 43% were not confident they could afford these factors.

As businesses want a robust workforce and meaningful community presence, the spring is an excellent time to do both through supporting intergenerational programs.

These programs are not just goodwill gestures; they are strategic investments.

Research has shown that such community engagements supporting seniors aging-in-place can improve seniors’ health outcomes, enhance learning experiences for youth, increase employee satisfaction for younger workers, and create a more connected, productive society.

In addition, engaging with intergenerational programs fosters a vibrant community and builds a framework for tomorrow. As business leaders and professionals, the investments we make now in the well-being of seniors and youth lay the groundwork for the support we may one day appreciate.

By contributing to these initiatives this spring, we are serving others and investing in the infrastructure to enrich our senior years, ensuring a continuum of care and community that benefits all ages.

The Case for Intergenerational Connections

Harvard Business Review highlights the tangible benefits of corporate social responsibility, stating that companies engaged in community efforts see improvements in employee morale and a positive impact on their brand perception.

The Journal of Intergenerational Relationships provides evidence for adolescents and seniors that intergenerational interactions can —

• Demonstrate how non-familial intergenerational programs involving adolescents and older adults benefited both.
• Benefits for older adults included improved well-being and cognitive and social engagement.
• Benefit adolescents through identity formation and skill development.
• Shared outcomes for both generations were improved attitudes and stereotypes, reduced generational gap, and solidarity.

The Long-term Impact on Community and Business

Investing in intergenerational programs through partnerships with aging-in-place organizations has profound implications for the immediate community, your business’s brand, and long-term sustainability.

For your Community:

• Cultural Continuity: When seniors and youth interact, a transfer of cultural values and traditions ensures a community’s continuity.
• Social Cohesion: These programs can reduce age-related segregation, fostering a stronger and more inclusive society where mutual respect across generations is the norm.
• Health and Wellbeing: Studies suggest that such engagement can lead to better mental and physical health for seniors while youth develop a greater sense of empathy and social responsibility.

*The logic model is based on discussions with the stakeholder group while constructing the evidence gap map (Campbell, 2023) and previously published literature (Ronzi, 2018; Vieira, 2016).

PROTOCOL: How do intergenerational activities affect children's and young people's well-being and mental health? Campbell Systematic Reviews, July 2023

For your business:

Reputation and Branding: A business known for its commitment to social causes, particularly those that unite different age groups, can anticipate an increase in its positive brand image, attracting consumers and potential employees who value corporate social responsibility.

Employee Engagement: Employees often feel greater pride and loyalty to a company that demonstrates genuine care for community welfare, leading to higher retention rates and more enthusiastic engagement.

The benefits of this investment and programs have the power to ripple through time, impacting future generations. For example, fostering intergenerational programs today prepares the youth to value and support such initiatives as they grow, creating a cycle of care and support.

This means building a community involvement and leadership reputation that is more than the current business cycle, positioning your business as a leader of thriving and interconnected communities.

A business that understands and acts upon the importance of intergenerational connections positions itself as a transformative force for the betterment of society.

“The number of Americans ages 65 and older is projected to increase from 58 million in 2022 to 82 million by 2050 (a 47% increase), and the 65-and-older age group’s share of the total population is projected to rise from 17% to 23%.”

A Final Thought

With spring around the corner, with the feelings of new beginnings, it is the perfect moment for businesses to plant the seeds of change by supporting intergenerational programs.

These initiatives unite generations and galvanize communities, creating legacies beyond the here and now.

For businesses, supporting local aging-in-place organizations is a strategic investment in the social fabric of our communities and the future of our workforce.

By committing to these values, your company will grow with its community, nurturing a culture where everyone is respected, from the youngest to the eldest.

Let this spring be a time for your business to take a pivotal role in fostering these intergenerational connections. Engage with aging-in-place organizations, contribute to enriching lives across old and young, and watch as your investment blooms into a stronger, more united community.

Reach out to DSCC to discover how your business can contribute to these meaningful programs, or seek out your local aging-in-place organization to start making a difference in the lives of future generations.

1. Forbes Health, Aging In Place Statistics (2024), February 2024
2. Harvard Business Review, Reimagine Your Corporate Volunteer Program, December 2020
3. Taylor & Francis Online, Journal of Intergenerational Relationships, Effectiveness of Intergenerational Exchange Programs Between Adolescents and Older Adults: A Systematic Review, November 2022.
4. Next Avenue, Intergenerational Care Models Are Having Impact, September 2023
5. Procurement Tactics, Corporate Social Responsibility Statistics 2024 — 65 Key Figures
6. PRB Resource Library, Fact Sheet: Aging in the United States, January 2024