Avoiding ageism at Coca‐Cola : Company initiatives earn Employer Champion status

Purpose – This article describes how Coca‐Cola Enterprises has established forward‐thinking, diverse anti‐ageism policies in order to comply with new UK legislation and achieve age positive “employer champion” status. Design/methodology/approach – Outlines the steps the company followed in order to combat ageism in all its forms. Findings – Reveals that, over the last six months, 12 percent of the people the company has recruited – mostly on the sales side of the business – are over the age of 40. Not only is the business hiring more people across the age spectrum, but also potential candidates view Coca‐Cola Enterprises as an employer focused on skills, not age. Practical implications – Deals with a topic that will become increasingly important in countries where the average age of the workforce is increasing. Originality/value – Highlights the fact that age diversity is not something that can be introduced to a company overnight. It involves a complete change in culture, with a real understanding from across the organization that it is an individual's skills and abilities that count, not his or her age.