easy Jet
Opportunity
With talent shortages growing and workforce demographics shifting fast, EasyJet saw an overlooked competitive advantage hiding in plain sight: experience. In a labour market where 84% of employees say they plan to keep working beyond retirement age, and IMF data shows today's 70-year-olds match the cognitive and physical fitness of 50-somethings from a generation ago, older workers aren't just able—they're essential.
Action
Instead of seeing age as a limitation, EasyJet reframed it as a strength. The airline launched a bold campaign actively recruiting over-45s, spotlighting the value of maturity, calm under pressure, and life experience. Their message was clear: experience doesn’t retire. By normalising career reinvention and offering flexible pathways back into work, EasyJet tapped into a vast and motivated talent pool—including returners, career shifters, and those unretiring for purpose, not just pay.
Result
The campaign didn’t just fill roles—it changed the narrative. Applications surged. Media coverage praised the move as smart, inclusive, and future-focused. And EasyJet positioned itself as a brand aligned with the realities of the 100-year life: adaptable, age-diverse, and performance-driven. In doing so, they demonstrated what we call the Longevity Advantage—seeing longer lives not as a burden, but a brilliant business opportunity.
