How frames present BMW as embracing an aging workforce

As the population begins to age, organizations are starting to plan for an influx of older employees. Since the workforce is “graying,” the question now becomes how to best utilize this growing segment of the population within an organizational context. This case study applied framing analysis to the BMW Today for Tomorrow program in order to understand how BMW built support for its efforts to create a more age diverse workforce. This initiative was intended to redesign the production lines at BMW in order to become more age-appropriate for BMW's increasingly older employees. The Today for Tomorrow program included the implementation of over 70 small changes that improved the efficiency of an experimental production line (e.g., magnifying glasses, stretching station, wooden floors, and ergonomic standing chairs). Several texts were analyzed including media stories, the organizational website, and the BMW Sustainability Report. Based on this case study, BMW's Today for Tomorrow program contained two overarching frames that aided in the attempt to highlight its age appropriate workplace initiatives. These frames are age as a valuable resource and BMW as a responsible organization. In addition, BMW incorporated both episodic (specific examples) and thematic (general context) framing techniques in order to localize and globalize the issue of an aging workforce simultaneously.