A few months ago a little known café in Devon England got worldwide coverage on the BBC for hiring a waiter. And yes in writing this article the Cantina café is getting more free publicity. But then they are a rare example of a leading edge business. Huh?? Well they did something that the world is going to have to do a lot more often in the near future: they answered an 89 year olds man’s advertisement that he wanted a job.
Joe Bartley did not need the money. He was not fussy about what job he got. Joe just wanted to do something, anything to break the boredom. In a world where most “developed” nations and nearly all others have an ageing population business, marketers and researchers have to get used to the idea that the future means finding more jobs for those of us over 60, 70 and yes over 80 years of age. And maybe the market research industry could be doing it’s part to help identify the reasons, opportunities and advantages to what will become an increasing “return to work” movement.
Carry out a literature review on the subject and you won’t find a lot of data published studies around the subject. Quite simply it is not “trendy”. What has been written in recent years though is fairly consistent. There are (for example) five reasons why someone decides to return to work, look for a new job or a new career:
If you’re an ESOMAR member you can read the full article in MyESOMAR in the digital copy of Research World. If you are not a member of ESOMAR you can join and receive a free copy of Research World 6 times a year or alternatively you can sign up for a subscription of the magazine in our publications store.
Original Link: https://rwconnect.esomar.org/the-big-return/
As an ex-librarian Dave loves to leave references for further reading. Here are a selection of articles and posts you might find of interest.