How to encourage businesses to be more age-friendly

The size of the over 50s population is growing, and so is its purchasing power as a consumer group. For example, people aged between 50-64 spent the second highest amount on clothing in the UK of any age group in 2022.  

Businesses also have a huge role to play in how local places can support people to age well and it is in the interests of local authorities to see thriving high streets and strong local businesses.  

Together these add up to a case for encouraging more businesses to be more age-friendly and consider older consumers in what they do. 

However, in the current economic climate some businesses may see age-friendly changes as too challenging, expensive or time consuming, so persuading them of the benefits may feel like a hard sell.

But members of the UK Network of Age-friendly Communities are finding ways to overcome some of the barriers for businesses in their area, through a range of initiatives including pledges, age-friendly standards and awards.  

Below we bring together some of the key learning from our own work on age-friendly businesses and insights shared from Banbury, Brighton and Hove, East Lindsey and Leeds in a series of top tips that could be adopted more widely around the country: 

Undertake some background research to better understand the businesses that you want to engage with and the context in which they operate. This might be done through desk-based searches or through conversations with staff working in that business.

Target the people who have the power to make the changes you are hoping to see – the key decision makers. This might be the owner in a small business or a community champion in a larger chain.  

Be flexible in your approach to engagement and try different modes of communication and use every opportunity. Some businesses respond well to targeted emails for example, whilst others may respond better to face-to-face conversations. Local events or communication channels like community radio can also be affective.  

Ensure you are ready and able to explain the benefits of being age-friendly to the businesses you are speaking to. You could reference:

• The spending power of the over 50s and if possible, the size of the older population in your local area. Some local authority Economic Development teams may have done this work already.  Relevant information about population statistics, along with the Living costs and Food Survey and Health and Lifestyle Survey can be found on the ONS website
• If a business is accessible and able to demonstrate respect and inclusion, it will widen the potential customer base far beyond the over 50s demographic
• The potential to improve the business’s reputation and therefore footfall – generating new and repeat business

Make it clear from the offset that you are not trying to sell anything other than a concept and if you are asking anything of the business, that it is easy to achieve.  Provide clarity on the purpose, the audience(s) you are trying to reach, and the commitment involved.

Provide information on a one-page document, flyer or poster – an ‘at-a-glance’ tool to help convey your key message including contact details. Also try to make any sign-up process as simple and straightforward as possible – the logistics need to be quick and easy.

To bring on board and retain local businesses into any age-friendly scheme it is worth thinking about how to incentivise them. Tried and tested examples include:  

• Providing window stickers, certificates, and branding materials for the business to use in their own communications
• Signposting the businesses on listings or searchable maps
• Promoting businesses in community newsletters and local media channels such as local radio and newspapers
• Providing the businesses with information, links and useful contacts relevant to the local area
• Offering opportunities to connect, network and share practice with other businesses
• Giving free access to toolkits, audit tools, checklists and resources
• Offering free age-awareness training and materials for staff
• Quarterly newsletters and personalised communications sharing information useful information, stories and contacts
• Providing a point of contact for questions and support 

Work in partnership with other organisations, initiatives, or events. This can be an impactful way to reach more businesses without having to do all the leg work. Examples include:

• Integrating age-friendly into dementia or disability friendly initiatives  
• Introducing an age-friendly category into local business award schemes
• Working with local Business Improvement Districts or other local business networks that give you access to a large and engaged audience

You can find out more about age-friendly businesses on our dedicated web page.

Read more about how being age-friendly makes perfect sense for businesses – and the customers they serve.