In today’s world, businesses that cater to the needs of older adults are not just doing the right thing—they’re also making a smart business decision. But what does it mean to be an age-friendly business? It means recognizing and addressing the needs of the new consumer majority: people over the age of 40. This demographic holds the most wealth in our society, and businesses that accommodate their needs stand to gain significantly.

Today, I want to share insights on how your business can become more age-friendly, which not only enhances your customer experience but also positively impacts your bottom line.

Understanding Age-Friendly Business Practices

As we age, we experience normal changes—like needing a little extra help reading small print. However, aging does not necessarily equate to disability. Businesses should be mindful of this distinction while also being aware that some older adults might have disabilities or face challenges like vision or hearing impairments. Here’s where an age-friendly approach comes in.

Physical Environment: Creating an age-friendly environment starts with the physical space. Universal design is key, ensuring that your facility is accessible and usable for everyone, regardless of age or ability. Consider these tips:

• Signage: Use bold, clear fonts with good contrast, and place signs at eye level. Avoid abstract icons and ensure signs are well-lit and easy to understand.
• Lighting: Use natural light wherever possible and avoid glare. Provide small flashlights or magnifying glasses for reading menus or receipts.
• Flooring: Avoid glare and bold patterns that could affect depth perception. Ensure flooring is flush to prevent trips and falls, and consider high-contrast markings on stairs.
• Doors: Make sure doors are lightweight or have automatic openers. Clearly mark glass doors and provide easy-to-read signs on bathroom and exit doors.
• Seating: Offer a variety of seating options that are comfortable and easy to sit down in and get up from.

Staff and Customer Service: Customer service is the heart of any business. Training your staff to offer respectful, patient, and clear communication is essential. Here’s how:

• Training: Teach staff to assist with reaching items, reading labels, and communicating clearly, especially with customers who may have hearing impairments.
• Respect: Never assume that older customers need help, but always be ready to offer it. Train your staff to be aware of and respond to diverse customer needs.

Products and Services: Tailor your offerings to attract and retain older customers. Consider these strategies:

• Discounts: Offer special discounts for older adults, even if just on certain days or times.
• Accessibility: Ensure that your products and services are easy to use and understand. Consider offering smaller portion sizes or large-print materials.
• Education: Host sessions to educate customers about your products or services, especially if they involve new technology.

Marketing: Effective marketing to an older audience requires a thoughtful approach:

• Intergenerational Appeal: Create marketing materials that resonate across generations, making it easy for older adults to see themselves using your products or services.
• Accessibility: Use large, clear fonts and ensure that all necessary information is easy to find on your website. Offer easy text resizing options for menus and receipts, and ensure that your customer service contact information is prominently displayed.

Join the Conversation

To learn more about creating an age-friendly business, you can sign up to be an AgeWiseU insider for free access to downloads and resources. Consider upgrading to an MVP membership for exclusive content, including a digital hub of ad-free videos, courses, and monthly live Q&A webinars.

You can also become a member on YouTube, where you’ll get early access to my weekly episodes and other benefits depending on your membership level. Don’t forget to subscribe to my podcast, “This is Getting Old: Moving Towards an Age-Friendly World,” available on all major platforms.