SKILLS DEVELOPMENT GROUPEXPERIENCE NEVER EXPIRES

In a working world obsessed with what’s next, it’s easy to overlook those who’ve already been there and done that. Skills Development Group set out to challenge ageism and spotlight one of the workforce’s most underappreciated assets... experience.

Together, we created Experience Never Expires, a global campaign championing the skills, insights, and commercial value of workers aged 45 and over. With ageism estimated to cost the US over $850 billion in GDP annually the campaign was grounded in powerful data and highlighted how age-diverse teams are proven to be more innovative and profitable.

Launched across New Zealand, Australia, Singapore, and the US, the campaign used high-impact creative, digital activations, and thought leadership to spark conversations in boardrooms and beyond. To drive real change, it also offered up to $100,000 in free team development support.

Experience Never Expires didn’t just celebrate experience. It made it impossible to ignore.