Irish Life's contribution of €4 million to the Irish Longitudinal Study on Ageing (Tilda) is a clear indication that corporate responsibility is more than just a fad or a token gesture by business to the community.

It is the largest corporate donation to research in Ireland and the largest contribution to a community project by Irish Life as part of its corporate responsibility programme.

The information gathered from the most ambitious study of ageing ever undertaken in Ireland will chart the lives of more than 10,000 people as they age over a 10-year period.

"The information gleaned by the Tilda study will ensure that Ireland is a place where older people are valued and supported in a real and tangible way," says Donal Casey, chief executive of Irish Life Corporate Business.

He said it would also provide research insights that would help its own business serve older people better.

Cynics could argue that Irish Life's contribution has as much to do with its future business concerns as concerns about the community. But Mr Casey says its support is not about gaining competitive advantage.

"If there is a business case, it would be very distant," he says. "We like to use the term 'it's going to help us serve people better' and we don't have any proprietorial access to the research. "

Mr Casey described the study as a perfect fit for Irish Life. "Four million euro is our largest ever contribution to a community project such as this, but what is different about it is the duration. Very few corporate entities would make a 10-year commitment.

"People are still going to need retirement provision in 10 years' time, in 20 years' time. You have to take a really long-term perspective in retirement provision, so that gives us the ability to make a 10-year commitment."

The €4 million that Irish Life is committing to Tilda is in addition to the €2 million it is investing in other community projects this year as the company's corporate responsibility programme has expanded under the chairmanship of Gillian Bowler.

It has also moved from a narrow focus on social issues to embrace the company's obligations to the community, the workplace, the marketplace and the environment. Within the workplace, it has introduced programmes centred on work/life balance, diversity and equality.

"If you want to compete for customers, compete for employees, you've got to be doing these things anyway," says Mr Casey.