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Help the Aged is the authoritative voice on all ageing issues. Our aim is to share best practice and make it easier for organisations to employ older people and to understand a 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

Whilst it’s true that people tend to change over the course of their lifetimes, we are all different and it’s hard to make generalisations about what people will be like at a certain age. We all age at different rates, and our preferences and needs change throughout our lives. ‘engage’ partners are committed to ensuring that we never use age as a basis for refusing a service, where it would be better to see people as individuals.

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’ partners are committed to treating people with dignity and respect, whatever their age. We offer a sensitive and respectful service which enables everyone to access a full range of goods and services, providing support where people need it. We never make people feel embarrassed or awkward about asking for extra help if they need it.

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. They might need someone to reach an item on a high shelf, or a bit of extra time to enter a PIN number because their hands are frail, or someone to read out small print if their vision is impaired.

Failure to offer support where needed may result in a frustrating and demoralising experience for customers and this may ultimately discourage their patronage. ‘engage’ partners 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 design of spaces with a result that many are inaccessible to them. ‘engage’ partners 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 - instead we will celebrate the enormous value and diversity of our older population

Unfortunately ageism is endemic in society and is reinforced by patronising and negative stereotypes of older people in advertising and the media. Too often older people are portrayed as figures of fun or ridicule, or as incapable ‘old dears’. These images have a huge impact on the way older people are viewed and consequently treated.

‘engage’ partners 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 represent a huge and increasing spending power. The number of people over pensionable age in the UK is forecast to rise from 11.4 million in 2006 to over 15.5 million in 2031. The over-50s spend £175 billion a year, accounting for 45 per cent of total consumer spending. ‘engage’ partners 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. Age awareness needs to be mainstreamed throughout provision of all services to meet a diversity of consumer needs. ‘engage’ partners 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’ partners 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’ partners 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 the organisation, from design of corporate spaces, advertising and staff base to treatment of customers. This is the only way to ensure that the needs of older customers are met and respected. ‘engage’ partners reflect their age positive stance throughout their work, and age-proof their plans and strategies.