10 point charter
Age Concern and Help the Aged is the authoritative voice on all issues related to ageing. Our aim is to share best practice and make it easier for organisations to employ older people and to understand this complex and diverse group of consumers.
As members of the engage business network, we aspire to achieve the following.
1. Never arbitrarily refuse services on the basis of age
It's hard to make generalisations about what people will be like at a certain age.
engage members are committed to ensuring that we never use age as a basis for refusing a service.
2. Always treat our older customers with dignity and respect
People do not want to be patronised or to have presumptions made about what they want or need based on stereotypes.
engage members are committed to treating people with dignity and respect, whatever their age.
3. Make time to provide extra support to older people who need it
People sometimes need a bit of extra support in order to make full use of the services on offer. Failure to offer support where needed may result in a demoralising experience for customers and ultimately discourage their patronage.
engage members are sensitive to the fact that people may need extra time or support to get the most out of services. They are always patient and offer help without patronising.
4. Design our customer spaces with the needs of older people in mind
Too often the needs of older people are overlooked in the design of spaces with the result that many are inaccessible to them.
engage members work to ensure that their customer spaces are accessible to all, considering the need for seating areas, access to toilets, level access for wheelchairs and those with impaired mobility, and large print signage.
5. Never use patronising or stereotypical images of older people in our advertising
Unfortunately ageism is endemic in society and is reinforced by patronising and negative stereotypes of older people in advertising and the media.
engage members seek to break down ageist attitudes in society by only using positive images of older people, which recognise the diversity and vibrancy of the older population.
6. Value our older customers and recognise their growing number and spending power
Older people have significant, and increasing, spending power. There are currently nearly 10 million people aged 65 and over in the UK. This is projected to rise to 16 million by 2031. Consumers aged 50+ spend £175 billion a year, accounting for 45 per cent of total consumer spending.
engage members never underestimate the value of older people.
7. Recognise that older people are diverse in their needs and choices
Older people are not a homogenous group, but represent a diverse range of backgrounds, lifestyles and views.
engage members seek to understand the diversity of the older population.
8. Never presume we know what older people want or what they are like - instead we will ask them for their view
Older people do not want to be patronised or have assumptions made about the services they require.
engage members recognise that the way to find out what older people want is simple - ask them.
9. Ensure that our employees are age-aware and that our staff base is age-diverse, to reflect the customer base we seek to attract
Age-friendly businesses have age-diverse workforces and seek to ensure that all staff understand the importance to the business of being age-positive.
engage members support age diversity through an age-friendly workforce.
10. Reflect our age-friendly stance throughout our corporate strategies
For an age-friendly stance to have any impact it must be mainstreamed throughout an organisation, from design of corporate spaces, advertising and staff base to treatment of customers.
engage members reflect their age-positive stance throughout their work, and age-proof their plans and strategies.