Age-friendly Local Business Initiative Have you MADE your business Age-friendly?

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AGE-FRIENDLY NEW YORK CITY

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AGE-FRIENDLY NYC CHALLENGES ALL SECTORS OF NEW YORK CITY TO SEE THE OPPORTUNITY IN POPULATION AGING.

WHAT IS AGE-FRIENDLY NYC?

A collaborative effort led by the Office of the Mayor, the New York City Council and The New York Academy of Medicine, Age-friendly NYC seeks to make New York City a better place to

grow old by promoting an “age-in-everything” lens across all aspects of city life.

The initiative asks the city’s public agencies, businesses, cultural, educational and religious institutions, community groups, and individuals to consider how changes to policy and practice

can create a city more inclusive of older adults and more sensitive to their needs.

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CITYWIDE IMPACT

4,000 new bus shelters

37 focus areas

for safe streets for

Seniors

1,000 new benches throughout

NYC

15 NYC public pools with

Senior Swim hours

50 colleges and universities promoting offerings

4 Aging

Improvement Districts

400 Age-friendly

cultural institutions

1,000 Age-friendly businesses

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AGE-FRIENDLY LOCAL BUSINESS

INITIATIVE

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An Age-Friendly Business is one that welcomes older

adult consumers and works toward meeting the needs of this diverse, fast-growing and economically powerful consumer base.

WHAT IS AN AGE-FRIENDLY BUSINESS?

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RESOURCE GUIDES BUSINESSES

AGE-FRIENDLY LOCAL BUSINESS INITIATIVE

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328

473

141

119

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1000+ PARTICIPATING BUSINESSES SPAN EVERY BOROUGH

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- Respond to local

demographic shifts

- Create an inclusive

community

- Better engage older

adults in the local market

place

- Thriving businesses that

serve the whole

community

- Equal access to goods

and services

- Attract older adults who

shop for themselves and

their families

- Positive impact on bottom-

line

- Reputational benefits and

brand recognition

- Community relations

benefits & social

responsibility

- Easy access to goods

and services

- Improved customer

experience & life quality

- Enhanced choice and

independence

- Easier to age in place

Community Local Businesses Older adults

WIN FOR ALL

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THE SILVER

MARKET BOOM

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WHAT OLDER NEW YORKERS SAID I want to grow old in

New York City because it has easy access to public transit and

stores I want to shop at close by.

“I kissed the ground when I moved back to Brooklyn”.

I am a loyal customer and prefer to shop at local

businesses.

I feel like people value me less

because of my age.

The physical layout and customer service of

many stores is a problem for me.

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MARKETING

Older adults are sophisticated customers who, on average, have more time to research products and services they are interested in.

When marketing to older adults remember that they are savvy shoppers, more rational and less influenced by trends and fads than their younger counterparts. Also remember that “older adults” like

any other marketing demographic are a diverse consumer base with varied tastes, interests and preferences in products and services.

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ASK YOURSELF… Are you promoting your products, services and business features in a

way that will attract older adult consumers?

NO? Consider these simple changes.

Promote products, services and business features that could be of interest to old adults explicitly in printed & web ads.

Make marketing materials as inclusive as possible. Consider whether older adults are visible in your print and web ads.

If the business already provides a discount for older shoppers, consider promoting them in places they will be seen by the right audience.

If the business already offers delivery services, provide menus/brochures both online & in print since many shoppers may not have regular access to a computer.

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EXAMPLES M

PROMOTE PRODUCTS, PRODUCT FEATURES & SERVICES THAT COULD BE OF INTEREST TO OLDER CUSTOMERS EXPLICITLY IN PRINTED & WEB ADS

MORTY ARE YOU LISTENING? – Swiffer Dusters

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MARKETING EXAMPLES M

INCLUSIVE MARKETING FEATURES PRODUCTS BEING USED BY ALL AGES INCLUDING OLDER ADULTS 15

ASK YOURSELF… Is the text on your print and online materials simple to read and can

consumers find your key information quickly and easily?

NO? Consider these simple changes.

Use Sans-Serif Style fonts: Arial, Geneva, Verdana etc. in 12 point or larger.

Create materials with a high-contrast color combinations that are opposite on color wheel.

Design materials that can be understood by as many people as possible. Think about who is in your neighborhood.

Design easily navigable websites with easy to find key information.

Design sites with older computers in mind: limit audio/video & flash elements or also have a simple version of site with key information available.

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EXAMPLES M

FONTS CONTRAST

PRINT & WEB MATERIALS SHOULD BE EASY TO READ & IN MULTIPLE FORMATS 17

EXAMPLES M

LOW CONTRAST

COMPLICATED NAVIGATION

AUTO PLAY FLASH VIDEO WITH SOUND

HARD TO NAVIGATE WEBSITE

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EXAMPLES M

CLEAR NAVIGATION BAR

KEY INFORMATION IN FOOTER

RESIZE TEXT: BIGGER SMALLER TEXT RESIZE OPTION

HIGH CONTRAST SANS-SERIF FONTS

EASY TO NAVIGATE WEBSITE

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AMBIANCE

Proper lighting and sound are key components of a positive shopping experience. As we age, many of us will experience a

reduction in our hearing and/or changes in our vision. For example, older adults often need three times as much light to see as they did when they were younger. By keeping this in mind when designing

the ambiance for your store, you can improve the experience of all of your customers.

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Is there loud music or a high level of background noise in your business?

YES? Consider these simple changes.

Have music free or reduced music volume hours during times older

customers are most likely to shop.

Reserve quiet areas of your business – such as quiet tables in a restaurant or a private area at a bank.

If you have a naturally noisy business (machines, production activities, construction) try to limit noise by keeping doors closed, and/or installing noise-absorption measures.

ASK YOURSELF…

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EXAMPLES A

NOISE REDUCTION

USE RUGS & TAPESTRIES

INSTALL SOUNDBOARD WALLS

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EXAMPLES A

NOISE REDUCTION

INSTALL ACOUSTIC CEILING TILES

USE SCREENS & PARTITIONS 23

ASK YOURSELF…

Is the business adequately lit for safety and is signage easy to see and read?

NO? Consider these simple changes.

Cut down on glare by installing shades on lights or providing indirect

and/or filtered lighting.

Provide adequate lighting throughout your business but especially in between rooms of different lighting levels like entrances/exits and hallways.

Include small direct “task” lights over areas where customers must read or engage in other visually demanding tasks.

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EXAMPLES A

Unshielded light from bulbs or the sun can cause glare. Light and/or window shades help distribute & diffuse

light reducing glare.

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Install task lighting under shelves to illuminate product

features and signage.

EXAMPLES A

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DESIGN

The overall layout and design of your store should accommodate as many customers as possible. The Americans with Disabilities Act

(ADA) Guide for Small Businesses provides great recommendations for accommodating customers who use wheelchairs, scooters and

walkers. Remember age-friendly design is customer-friendly design.

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Is your business designed to maximize safety and accessibility for all customers, including older adults?

NO? Consider these simple changes.

Clearly mark stairs, drops, inclines or other changes in floor elevation

with brightly colored paint or reflective tape.

Remove throw rugs that can catch feet and cause trips or tape down edges with glue or tape.

If possible install light-weight or automatic doors or have staff on hand to open.

If your entrance isn’t level with the street consider a portable ramp.

ASK YOURSELF…

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EXAMPLES D

Marking steps with white or yellow lines provide visual cues to help prevent falls. By painting a

contrasting stripe on the edges everyone can see better, especially at night.

Glue or tape edges of or bottom of rugs to prevent tripping. Also helps with wheels: shopping carts, delivery dolly, strollers. 29

EXAMPLES D

If you can’t afford an automatic door have a staff member on hand to open it when needed.

Portable ramps like this can cost as low as $100 - $165 depending on stair-height from street. 30

Is your store convenient for a wide-range of customers?

NO? Consider these simple changes.

Place products within easy reach on tables and shelves, especially if

they are basic everyday/household items or items frequently bought by older adults.

Provide permanent or on-demand seating inside your business for someone to sit and rest.

Install a bench outside of your business. Partner with your local BID or Merchants Association to install them along your block.

ASK YOURSELF…

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EXAMPLES D

Installing benches outside your store can provide a much needed place to rest. They can also

encourage socialization and repeat business!

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EXAMPLES D

Wide aisles free of obstacles are a plus for many different types of

customers.

Narrow Crowded Aisles Wide Clutter-Free Aisles

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EXPERIENCE

One thing that can make or break a shopping experience is customer service and how staff communicate with customers. A good shopping experience translates into better engagement with

products and services, increased spending and customer loyalty. A bad shopping experience can lose a customer forever.

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ASK YOURSELF… Are your staff trained to provide the right kind of customer service to all

types of patrons?

NO? Consider these simple changes.

Train staff to assist those with vision and hearing challenges.

Encourage staff to be respectful and patient with all customers, especially older adults, families with children, disabled shoppers etc.

Self-empower staff and managers to choose how to serve customers in ways that are most comfortable for the customer.

Train staff to recognize signs that someone needs physical/medical help or is being physically/financially abused.

Provide training on how to handle falls and accidents while preserving customer dignity.

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EXAMPLES E

Consider providing personal shoppers or

staff who can help read labels and get products

down from shelves.

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ASK BUSINESS OWNERS… Are your staff trained to communicate correctly with older shoppers?

NO? Consider these simple changes.

Train staff to speak clearly and slowly but not to “elder speak” – using exaggerated tones or overly simple words.

Do NOT train staff to raise their voice above a normal level when speaking to an older shopper. This can make them feel singled out and embarrassed.

Train staff to get an older shopper’s attention by saying “excuse me ma’am/sir” or by tapping them on the shoulder.

Train staff to lower the pitch of their voice when speaking to someone who has difficulty hearing. Lower pitch voices tend be heard more clearly. 37

EXAMPLES E

Ageism is any type of discrimination on based on age. Train staff to never draw conclusions about someone's preferences, ability, income or ideas based on their age. 38

SPOTLIGHT ON:

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Davidburke Townhouse is a staple for many in NYC. For 103 year old Harry Rosen, it’s become therapy. Staff at Townhouse on East 61st St escort Mr. Rosen to his preferred corner table during bi-weekly visits, know his order by heart & specially prepare food for his dentures to handle. By providing a little extra customer service they not only gained themselves a loyal customer, but also impacted someone’s life in a profound & meaningful way. Mr. Rosen loves meeting new people

eating out at dinner & feels like it gives him energy. He says “nothing beats the comfort of a fine restaurant”.

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FOR MORE INFORMATION

www.AgeFriendlyNYC.org

AgeFriendlyNYC@nyam.org