Age-friendly Businesses

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."

Money well spent – Overcoming barriers to spending in later life, International Longevity Centre UK, June 2023

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.