Срібна економіка України: потенціал покоління 50+

About the initiative

“Silver Economy of Ukraine: Unlocking the Potential of the 50+ Generation” is a public initiative by JTI Ukraine aimed at exploring the barriers that limit employment opportunities for older adults and identifying practical solutions to help retain and reintegrate experienced professionals into the country’s workforce.

The initiative brings together representatives of government, business, academia, civil society organizations, and people aged 50+.

Its goal is to create more opportunities for those who wish to continue working, grow professionally, or pursue a new career path, while contributing to solutions that address Ukraine’s critical workforce shortage.

Expected results

Improving labour market outcomes by retaining and engaging older workers, while fostering constructive collaboration among stakeholders with the ability to drive meaningful and sustainable change.

Government

Gain evidence-based insights into the factors behind the low labour market participation of people aged 50+, from both employee and employer perspectives.
Use the research findings to develop practical recommendations and enhance employment policies that fully recognise the potential of older workers.
Build a clearer understanding of business needs and the conditions required to attract and retain older talent.
Establish a shared foundation for dialogue and collaboration between government, business, experts, and civil society.

Business

Gain valuable insights into the barriers and opportunities related to the employment of people aged 50+.
Leverage recommendations and practical examples to attract, onboard, motivate, and retain older workers.
Develop a deeper understanding of public employment policies and expectations around age inclusion.
Gain a stronger foundation for reviewing HR strategies and advancing inclusive employment practices.

People Aged 50+ and Civil Society Organisations

People aged 50+ will gain a better understanding of the barriers they face, their professional opportunities, and their prospects for returning to employment.
Receive greater insight into labour market demand and available employment options.
Contribute to employment-related decision-making through research findings and public dialogue.
Gain better access to information on learning opportunities, professional development, and reskilling pathways.

Join

Relevance of the initiative

Ukraine’s acute talent shortage coincides with low labour market participation among people aged 50+. Yet the professional experience, skills, and expertise of older generations represent one of the country’s most valuable untapped resources.

National Priorities

Ukraine has already identified demographic resilience, accessibility, and broader workforce participation as key public policy priorities. These commitments are embedded in:

the Demographic Development Strategy through 2040;
the National Barrier-Free Strategy through 2030;
the Employment Strategy through 2030.

The Challenge

At the same time, the labour market is facing a significant talent shortage, while the professional potential of millions of older people remains underutilised.

In 2025, the number of people aged 55-70 in Ukraine exceeded 6 million, representing roughly half of the country’s currently employed population.
The economy faces a shortage of approximately 4.5 million workers, while more than 70% of businesses report difficulties in filling vacancies.
Up to 3.5 million Ukrainians aged 55+ could participate in the workforce if supportive conditions were in place.
Only 13.2% of people aged 60-70 remain economically active, compared with around 37% across OECD countries.

Action Needed

Unlocking this potential requires coordinated action from both government and business.

Developing policies that support active ageing and barrier-free participation in the labour market.
Expanding access to reskilling, professional development, and flexible employment opportunities for people aged 50+.
Adapting workplaces, people practices, and approaches to hiring, development, and retention to better support older workers.