Five ways to make your business age-friendly

Older consumers are of growing importance to businesses and the economy, with over 50s responsible for half of all household spending. And yet businesses do not adequately serve this market in terms of products, services or advertising. Some 4 in 5 people aged over 55 say their favourite retail brand no longer understands them or what they need, and many older adults report experiencing age discrimination as a consumer.

If your customers face barriers when they are shopping, taking part in activities or buying services, not only does it mean a less inclusive society it may also lose you essential business.

We have identified five ways you can make your business more age-friendly and accessible for the benefit of all age groups – and your bottom line.

We’ve all had customer service experiences that put us off returning or giving repeat custom to a business. For older people, negative commercial experiences are common, with more than a million over 65s having experienced bad customer service due to their age. Ensure your staff treat all customers with respect, regardless of age. Include training on what ageism is and how damaging it can be – use our guide to challenging ageism in everyday conversations to help you, or get your staff to take our quiz to see if they hold any ageist beliefs!
Think about the people who work for you – do they represent the people where you live and/or the customers you want to attract? Have you got staff of all ages who are clearly visible? Consider signing up to our Age-friendly Employer Pledge which offers free guidance on how to become an age-friendly employer and show you recognise the importance of older employees in your workforce.

Providing space for people to rest and use the toilet means they are likely to spend longer on your premises. This will make a real difference for some older customers with health challenges, but also for people who are disabled or pregnant, or anyone who just needs a minute to sit down.
It is also important to make the space you operate in safe, accessible and easy to move around in. Reducing noise, having accessible entrances or exits and making sure there is sufficient lighting and warmth are just a few ways you can make your premises more inclusive of all ages and abilities. If all your customers know they will have a calm, comfortable experience, they are much more likely to come to you time and again.

Your marketing and communications materials should ensure your business appeals to customers of all ages. For guidance on how to ensure you are effectively writing about and for older audiences, read our comms and writing guide here. It is equally important to include realistic and authentic images of older age groups in your marketing materials – avoiding imagery that plays into damaging stereotypes around ageing.  For free-to-use images of over 50s that are realistic and representative, you can visit our Age-positive Image Library.
Be sure to have information about your business readily available in different formats, online and offline. Being older doesn’t automatically mean you aren’t digitally savvy, but data shows there is a proportion of older people who face barriers to using online shopping and services. And it’s not just older people - income, living in rural areas, and being disabled can all play a role in whether you can access online information easily.

We all want to be able to choose the products, services, activities and offers that best meet our needs and older age groups are no different. Avoid making assumptions about taste or interests based on age – older age groups, like younger, are increasingly diverse in terms of lifestyle and circumstances. Remember to include older people when you are designing and seeking feedback on your products and services so that you really understand what they want and are better able to provide a broad and interesting range of options.

We all have our loyalties as customers and the most successful businesses are the ones that make people feel welcome and form a core part of the local community. Do your research on your local community. See if it is part of the UK Network of Age-friendly Communities - areas that have signed up to support residents to age well. There might be ways you can get involved, for example, lending your space for local activities, or offering to put up a community noticeboard. These long-term relationships will ensure customer loyalty and the continued success of your business.

Good luck with your next steps in making your business age-friendly and please do share on social media how you’re getting on, tagging us in #AgeWithoutLimits Don’t forget to join the Age Without Limits movement and help us to spark wider action across the country!

For more information about age-friendly business access How to be an Age-friendly Business.

Five ways to make your business age-friendly

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