A brand behind a movement to stamp out ageism across the UK has launched a £350,000 crowdfunding campaign to support its ambitious growth plans and mission to break down barriers for the over-50s in society.

55/Redefined launched in 2021, publishing its landmark study ‘Shut Out, Forced Out and Overlooked’ highlighting the scale and impact of ageism in the UK. The research found that almost a quarter of over-55s felt forced to retire before they wanted to, while 68 per cent felt the jobs market was closed to them. Over-50s were also among the worst impacted by the covid-19 pandemic, making up a third of the population that was made redundant in the UK.
Alongside campaigning to stamp out ageism, 55/Redefined offers practical solutions to organisations looking to attract, engage and retain an older audience, while offering a free membership platform curating high-value career and employment opportunities as well as wider products and services for over-50s.
Since launch, 55/Redefined has amassed a community of more than 40,000 over-50s and landed a collection of global clients including Barclays, ITV, Hargreaves Lansdown and the Birmingham 2022 Commonwealth Games.
Early success saw it secure more than £1million in funding from 18 private investors. The crowdfunding campaign run through Crowdcube, a specialist platform helping UK businesses to raise millions of pounds from members of the public, will begin on July 14 2022, with 48-hour exclusive access from 12th for those that pre-register on the website.
Lyndsey Simpson, founder and CEO of 55/Redefined, said:

“Ageism is a systemic problem in the UK and beyond. Outdated perceptions, myths and outright untruths are perpetuating the issue and leaving go-getting over-50s behind, when the fact is they are needed now more than ever in our ageing population.

“In a global diversity and inclusion market worth $7.5billion, age cannot be a forgotten factor or play second fiddle to other protected characteristics such as gender, ethnicity or sexuality. At 55/Redefined, we’re on a mission to make this happen and redefine life after 50, creating solutions for this generation to live longer, more fulfilling lives.

“Through this crowdfunding campaign, we are offering people the opportunity to own a piece of 55/Redefined’s future, and create legacy-impact by enabling an age-inclusive society. As a social impact business, we want our customers and members as owners, shaping our direction.”