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Like many other companies, BASF is affected worldwide, especially in Europe, by demographic change. The shrinking population, the constant increase in life expectancy and the growing proportion of older employees are challenging human resources. To ensure that BASF is optimally prepared for these changes, BASF initiated in 2006 the demographic program Generations@Work.

Already in 2004, BASF started a strategic analysis to identify those sites of the BASF Group that have the greatest need for action, taking account of both external demographic conditions such as the life expectancy and age structure of the national populations and internal conditions such as the age structure and composition of the workforces.

The aim is to ensure BASF's competitiveness even with an older workforce to maintain productivity and innovation capability, to position the company successfully in the increasing competition for skilled staff in the labor market and to safeguard the growing financial requirements for the company pension plan. The long-term employability of staff is another important aim. Employees' physical and mental capabilities are to be maintained right through into retirement age both through measures on the part of the company and the employees' own initiative.

In order to achieve these aims, we need a cultural change that alters the way we deal with aging in a fundamental way. This change cannot and should not be limited to the company. Rather, through its social commitment, BASF wishes also to contribute to identifying and realizing the opportunities of demographic change in its surroundings.

With Generations@Work BASF is pooling offers as well as measures to secure that BASF's human resources policy is able to sustainably withstand the demographic change. This includes for example health management, sports activities, sustainable recruiting, qualification programs, lifelong learning, flexible working time models, ergonomic checks, combining work and family, systematic transfer of knowledge, promotion of early childhood education and the pension plan.

Generations@Work makes sure that the company and the workforce together successfully meet the challenges of the demographic change.

Jutta Roesl, HR Strategy,


Forum for Sustainable Development of German Business e.V.

econsense is an association of leading, globally active companies and organisations of German business specializing in the area of sustainable development and corporate social responsibility (CSR). Founded in 2000 on the initiative of the Federation of German Industries (BDI), the goal of econsense is to provide a dialogue platform and think tank, with the dual objectives of advancing sustainable development in business and assuming social responsibility.