Age-friendly Businesses
Sectors and businesses are vital components of local communities with a huge role to play in our day-to-day lives.
The fact that many of us are living longer is to be celebrated, but it is vital that, as a society, we invest in ways to help people age well. We want local businesses and community settings to be accessible, welcoming, and inclusive to us as we age.
We are working with the UK Network of Age-friendly Communities, partners, sector umbrella organisations, businesses and like-minded organisations to promote and encourage age-friendly practices through the provision of information, resources, and examples of good practice.
Being age-friendly is good for business, good for people of all ages and good for our wider society.
How to be an age-friendly business: A framework for customer-facing settings
This framework has been developed to communicate what it means to be an age-friendly business and organises a broad range of ideas into the key steps any business can take to become more age-friendly.
We believe these steps are not only good for older customers, but for all customers. They could also benefit staff and volunteers, along with the wider community, and enhance organisational sustainability, growth, and innovation.
You can download the below infographic here.
It’s good for business:
The UK’s population is ageing and so is its customer base. Right now, 21 million people in England are aged 50 or over – nearly 2 in 5 people – but the older population is often overlooked in terms of its spending power. A business that understands and responds to this will be well placed to succeed and thrive. Many age-friendly practices are also good business practices that are likely to appeal to a broad range of potential customers.
"By 2040, it’s predicted that 63p in every pound spent by consumers in the UK will be spent by someone aged 50 or over: it’s estimated that total spending by this group will be worth £550 billion."
It’s good for society:
By making it easier for people of all ages and abilities to use and engage with a business, more people are able to stay in work, contribute to their communities for longer, and spend their money locally. In turn, this can support local economies, reduce social isolation, improve mental and physical health, and increase wellbeing.
"Everyone loses out when older people are prevented from bringing their talents, expertise and experience to workplaces and communities."
The State of Ageing 2023–24, Centre for Ageing Better, November 2023
To comply with the law:
Businesses and public sector organisations have a legal duty under the Equality Act 2010 and the Public Sector Equality Duty to identify and consider the impact and potential impact of their activities in terms of equality. It is now largely unlawful to discriminate based on age.
While this framework is primarily aimed at business owners and managers, it is also relevant to other people who use, engage with or work in customer-facing businesses and in community settings.
The information provided here aims to help people recognise what is already being done well and where improvements can be made.
It provides a starting point for conversations between business owners and managers and their staff and customers, and to recognise and value the role these businesses play in people’s lives and the local community.
How relevant and feasible the recommendations are will vary depending on the size and scale of a business, and the type of activities, services and products it offers. The level of commitment and willingness of the key decision-makers will also influence what is possible. Some content may align with business goals and values or relate to work being planned, such as building renovations or staff training.
Ways you could use this framework:
- To identify and make one change within your business today.
- To facilitate discussions with staff and volunteers to help raise awareness and understanding of what it means to be an age-friendly business.
- To review any existing business policies or codes of practice, such as Equality, Diversity and Inclusion (EDI) policies, and ensure age-friendly approaches are included, for example, volunteering schemes or contracting practices for freelance workers.
- As a basic structure to develop localised guidance and checklists, accreditations or awards that support and encourage businesses within the area to become more age-friendly.
- As a reference for conversations and planning at a strategic level, for example, with Business Improvement Districts.
This framework may also encourage the public to speak out, whether in recognition and celebration of good practice or to suggest that improvements are needed.
Age-friendly Business framework
The editable slide deck below can be used to help introduce the framework to different audiences.
Presentation slides: Introducing the framework
Please can you credit The Centre for Ageing Better when sharing slides or information from this slide deck.
Request a copy of the detailed framework
Contact usExamples of good practice
Recruiting older workers
Age-friendly training
Take a seat
Walking football
Shared tables
Small changes can make a huge difference in later life
Image library collections
The following collections contain free images for businesses to use that represent older customers and staff in a range of settings.