Is your business age-friendly?

So much of what we focus on in age-friendly committees is about helping under-served and vulnerable older adults. This is important work. We are fortunate to have many agencies trying to help this population in our community. However, as I look around Guelph, I also see many healthy, vital, sophisticated and educated seniors. This demographic has an interesting combination of both disposable income and time to spare.

What are we doing to keep this segment of our population thriving in Guelph and who is marketing to this group?

In my personal experience traveling across North America, many businesses do not meet the needs of older adults and are not aware of how to make their businesses age-friendly.

For example, recently I was at a chain restaurant in Guelph with friends. The extensive menu was printed in a very small font that was hard for everyone (young and old) at our table to read. Yikes, I forgot my reading glasses. With over 50 items to choose from on the menu, I didn’t want to ask my partner to read all of it to me. So, I asked our server if they had any reading glasses or a magnifying glass that I could borrow. She found a pair of ‘readers’ in the lost and found. Was I the very first person to ever encounter this challenge? I doubt it.

Now, I wonder if our server mentioned the font issue to the restaurant manager. I sure hope so. If this successful vendor is interested in pleasing all demographics, I suggest having a menu that all patrons can easily read.

This font issue quickly led our table discussion into what else makes a business age-friendly.

Accessibility is certainly a consideration. This includes ease of access in and out of the establishment, good lighting, and automatic doors.

Transportation is also an important consideration. Most seniors that I know still drive and have their own vehicles. How about wider parking places that would benefit customers with luxury vehicles with wide doors, as well as accommodate people on crutches, with walkers, canes and wheelchairs?

Our group then discussed advertising to older adults, and whether we are being marketed to appropriately. A modern 61-year old in our group mentioned that they were tired of seeing that same stock photo model of that ‘smiling silver haired guy’ on everything from dental ads, to mobile phone services, retirement homes, automobile promos, real estate ads and more. There is plenty of room for some creativity around marketing to an aging population.

In my research for this article, I discovered that most ‘junior seniors’, age 55 to 80, crave learning and being productive, and often feel younger than we look – on average 8 to 10 years younger. We also want to travel and study, and even start second careers and new businesses. We enjoy music, theatre and the arts. Why isn’t there live entertainment during the day or early evening? Many of us want to look good and dress in funky clothing styles too. How about a fashion show for modern seniors that doesn’t include comfort shoes?

Throughout history, there has never been a more affluent demographic in Canada than older adults. By nature, this group has been proven to be the most loyal customers. My uncle spent more time in retirement then he did working, and this will become more commonplace as we are now living longer. This demographic also represents a mega marketing opportunity for so many businesses. I spoke with members of the Downtown Guelph Association and Quebec Street Shoppes and they are keen to make their businesses as age-friendly as possible.

Here is a checklist of tips to help your business become more age-friendly:

• Comfort: Provide a comfortable place to sit (with arm-rests) while waiting, a nearby washroom that can be accessed quickly, and convenient, accessible parking.
• Visibility: Ensure that overhead lighting is adequate and glare-free. Minimal background noise. Clear service desk areas. Signage with good contrast and large font that is easy to follow, with recognizable icons, arrows and diagrams.
• Safety: Train staff to know how to assist customers with vision, hearing, and mobility challenges. Provide sturdy rails, non-slip surfaces, somewhere to hang a cane, fewer stairs at entry/exits, and doors that open automatically. Make aisles wider to accommodate walkers and wheelchairs.
• Respect: Train front line staff to treat older adults respectfully and discreetly, especially if there is a need for private dialogue. Appoint staff to handle emergencies or incidents like falling, while preserving the customer’s dignity.

The City of Guelph is committed to ensuring Guelph is a great place to live and age well. For more information about how you can make your business age-friendly, please contact Age Friendly Guelph at [email protected].

Written by: Karen McElroy, Age Friendly Guelph Leadership Team and CEO Boardroom Metrics

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