The potential of the 55+ generation: insights from the EBA DE&I Practices Club meeting

03/ 02/ 2026

Listen to online Stop   On 29 January, the HR Committee, together with the ESG Hub of the European Business Association, held the fourth meeting of the “DE&I Practices Club”, established in partnership with JTI Ukraine. This session focused on the topic of the “silver economy” — the segment of the economy aimed at engaging people aged 55+ in active economic life. Particular attention was given to the employment of representatives of this age group. The meeting was opened by Hanna Stepanenko, HR Manager at JTI Ukraine, who presented a new public initiative titled “SILVER ECONOMY OF UKRAINE: THE POTENTIAL OF THE 55+ GENERATION”. The speaker outlined the key challenges of today’s Ukrainian labour market, national priorities and the steps required to address them. She also described the stages of the research project and invited all interested stakeholders to join the initiative. The next speaker was Svitlana Mozhova, HR, Corporate Partnership and Communications Head at the agro-industrial holding Astarta-Kyiv. She presented arguments in favour of transforming recruitment approaches in Ukraine, supported by current labour market metrics. Svitlana paid particular attention to the challenges faced by older employees, their needs and expectations, and also spoke about regenerative leadership as one of the emerging global trends. In conclusion, she shared Astarta-Kyiv’s practical cases, including the “Active Longevity” programme, the “Adult Intern Week” initiative, and practical tools for building a “culture for all”. The final speaker was Tetiana Obraztsova, HR Manager of Auchan Rive Gauche stores. She emphasised that Auchan Ukraine is a responsible employer for whom DE&I principles form the foundation of its corporate approach, and that age diversity is an integral part of its daily practice. The speaker shared success stories of employees aged 55+, discussed how the company addresses recruitment challenges related to this category of candidates, and described their onboarding and integration process. The meeting served as a platform for exchanging experience and practical insights on developing the “silver economy”, analysing the current state of the labour market and identifying effective strategies to address its challenges in Ukraine, particularly in the context of managing age diversity within companies. On behalf of the European Business Association, we extend our sincere gratitude to the speakers and to the event moderator, Mariia Abdulina, for their professionalism and willingness to share their expertise, as well as to all participants for the open dialogue and commitment to advancing the topic of the “silver economy”. We look forward to seeing you at upcoming Association events!

On 29 January, the HR Committee, together with the ESG Hub of the European Business Association, held the fourth meeting of the “DE&I Practices Club”, established in partnership with JTI Ukraine. This session focused on the topic of the “silver economy” — the segment of the economy aimed at engaging people aged 55+ in active economic life. Particular attention was given to the employment of representatives of this age group.

The meeting was opened by Hanna Stepanenko, HR Manager at JTI Ukraine, who presented a new public initiative titled “SILVER ECONOMY OF UKRAINE: THE POTENTIAL OF THE 55+ GENERATION”. The speaker outlined the key challenges of today’s Ukrainian labour market, national priorities and the steps required to address them. She also described the stages of the research project and invited all interested stakeholders to join the initiative.

The next speaker was Svitlana Mozhova, HR, Corporate Partnership and Communications Head at the agro-industrial holding Astarta-Kyiv. She presented arguments in favour of transforming recruitment approaches in Ukraine, supported by current labour market metrics. Svitlana paid particular attention to the challenges faced by older employees, their needs and expectations, and also spoke about regenerative leadership as one of the emerging global trends. In conclusion, she shared Astarta-Kyiv’s practical cases, including the “Active Longevity” programme, the “Adult Intern Week” initiative, and practical tools for building a “culture for all”.

The final speaker was Tetiana Obraztsova, HR Manager of Auchan Rive Gauche stores. She emphasised that Auchan Ukraine is a responsible employer for whom DE&I principles form the foundation of its corporate approach, and that age diversity is an integral part of its daily practice. The speaker shared success stories of employees aged 55+, discussed how the company addresses recruitment challenges related to this category of candidates, and described their onboarding and integration process.

The meeting served as a platform for exchanging experience and practical insights on developing the “silver economy”, analysing the current state of the labour market and identifying effective strategies to address its challenges in Ukraine, particularly in the context of managing age diversity within companies.

On behalf of the European Business Association, we extend our sincere gratitude to the speakers and to the event moderator, Mariia Abdulina, for their professionalism and willingness to share their expertise, as well as to all participants for the open dialogue and commitment to advancing the topic of the “silver economy”.

We look forward to seeing you at upcoming Association events!