Demographic change is affecting BASF worldwide, particularly in Europe and the United States. While overall life expectancy is increasing, the population of many countries is shrinking due to low birth rates. Companies consequently have to cope with a diminishing supply of skilled labor as well as an ageing workforce. For instance, one out of three workers in the European Union will be 50 years or older by 2020.
In order to manage the challenges arising from this situation, BASF initiated the program “Generations@Work” in 2006. Its aim is to keep BASF innovative and ahead of the competition by recognizing the successful management of demographic change as a competitive advantage. As a basis for defining initiatives and measures, we conduct an internal analysis of the age structures of our workforce as well as external analyses of demographic developments in the areas surrounding our sites. As a result, the demographic risk and the derived need for action can be determined for each site. Generations@Work includes all BASF sites in Europe and encompasses all fields of human resource management – ranging from the recruitment, retention, and training of employees to the adaptation of labor conditions to the needs of an ageing workforce. The evaluation and relaunch of our existing health and sport programs against the backdrop of demographic change is only one example of the measures that have been implemented since Generations@Work started.
In cooperation with external partners, BASF leads the “Laboratory for Demographic Change,” part of the alliance initiated by the E.U. Commission, between politics and business on corporate social responsibility (CSR Alliance).
More information on demographic change can be found at
Increasing employer attractiveness
We want to be even better in the highly competitive market for qualified talent. Therefore, we started a global initiative in 2008 to strengthen BASF’s attractiveness as an employer. Especially in Europe and Asia, BASF expanded its recruiting measures: We comprehensively recruit across countries and production sites, and approach talents more actively. In those places where we are already considered to be a top employer, it is our goal to maintain that position. In 2008, for the third year in a row, BASF in Brazil was ranked as one of the best employers in the country by the business magazine Guia Você S. A. – Exame.
IMPLEMENTED DEMOGRAPHY PROJECTS
- Further development of vocational training programs
- Strengthening BASF’s employer brand
- Expansion of training and development offers as well as individual counseling regarding learning
- Evaluation and relaunch of health and sport programs
- Enhanced concepts for systematic knowledge transfer
BASF Group employee structure 2008
(proportion of employees in percent)
EUROPEAN CSR ALLIANCE
We are in dialogue with stakeholders to develop strategies for dealing with demographic change in Europe. In cooperation with external partners, BASF leads the “Laboratory for Demographic Change,” part of the alliance initiated by the E.U. Commission, between politics and business on corporate social responsibility (CSR Alliance).
More information at