Age Friendly Business
Cavan Women’s
Business Network
Catherine McGuigan
Ireland’s Demographic Change
Challenges = Opportunities
 Older adults (over 65’s) in Ireland have a combined annual income, reported to
Revenue of over €6.5 Billion (2011)
 The size of this age group is set to grow from a current 700,000 to 1.89 million in the
next 30 years, an increase of 169% - those 65+ projected to double, those 80+ to
quadruple
 Older adults are more likely to frequent local businesses for their shopping and
services
 Not Burden but Bounty - The World’s ageing population is a economic & social
opportunity
 Older people will be healthy and active for longer and they will participate in
employment for longer contributing their ‘wisdom’ to value-creation
 Has Leitrim a rapid ageing population? Is there is an urgency ‘to be smart about
ageing.’ If we are, Lets capitalize on the emerging opportunity and leverage the
leading position that’s been emerging through the Age Friendly Programme
Amaràch Research 2011
What did this tell us ?
 71% said their income had decreased significantly in the last 12 months
 However a staggering 67% said that the recession hasn’t had a strong
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impact on their lives
6 in 10 over 50+ currently have a pension
65% have not made any drastic changes to their spending pattern, however
they do intend to be more cautious as their expectation is that the
economy won’t recover soon
The over 50’s group are more likely to spend money on holidays, new cars,
eating out and home improvements than any other section of the
population.
The ideal retirement age is 64 and 1 in 7 would like to retire gradually over
a period of time instead of having to stop work immediately
77% believe that the media portray their age group as vulnerable
People aged 50+….
Enthusiastic Media & Technology
Consumers
 4 in 10 use the internet
 The majority of the 50+ internet users tend to be in the 50-64 age bracket
 Google is the most popular website at 38%; Facebook is the second most popular at 19%;
Ryanair comes third with 13% visiting the site (compared with only 8% visiting Aer Lingus –
maybe pointing towards cost savvy older consumers), in joint fourth are RTÉ.ie and MSN
 80% who use the internet have an e-mail account
 37% have a Skype account
 29% are on Facebook
 52% use online banking
 There are twice as many Facebook users in Dublin (43%) than in Munster (20%) or
Connaught/Ulster (20%)
 2 in 3 of those who use the internet make online purchases; flights, holidays and insurance
are the most popular online purchases
 80% have a mobile phone
 6 in 10 of those send text messages
Key Facts
Economic Point of View
1. Older consumer are poorly targeted – only 10% of marketing spend is aimed at
the over 50 consumer.
2. Older People aren’t Entrepreneurial – FALSE
3. In the UK people between the age of 50-65 were behind 27% of the most
successful UK start-up (PRIME UK 50+ Self Employment and Enterprise)
4. Older Entrepreneurs are not being put off by the recession. A higher proportion
are going ahead and giving self-employment a go. And the gender gap is
narrowing – a higher proportion of women are going ahead moreso than five
years ago,
(PRIME UK 50+ Self Employment and Enterprise)
5. They would benefit from support and advice.
Recently Published VC
Predictions (2010)
1. Data stored by different service providers will be combined for new intelligent
services
2. Oil to become less competitive against bio-fuels
3. Water technology to replace abating global warming as a global priority
4. Mobile device migration to smart phones to create great disruption for big
companies
5. Market for healthy ageing will be acknowledged as an
enormous market
6. Four fifths of the world population will carry mobile internet devices in 5 - 10 years
7. Algorithms will emerge to develop new chemicals, biofuels and artificial
intelligence
8. The mobile phone will become your most important device
9. There’s going to be a VC shakeout
10. Within 5 years, everything that matters to you will be available on a mobile device
(Source: The Churchill Group)
Where are the opportunities?
HEALTH
EMPLOYMENT
New Jersey Woman Celebrates
100th Birthday — At Work
Astrid Thoening celebrates her 100th birthday while
working as the receptionist for the Thornton Agency …
PARTICIPATION
Hill Walking
PRODUCTS & SERVICES
The 1st Age Friendly
Business Forum
Louth Age Friendly
Business Forum
PURPOSE & OBJECTIVES
1.
2.
3.
To create awareness in the business community in Louth of
the significant business opportunities in the fastest growing
global market – the older consumer
To present opportunities for older people to engage in
entrepreneurship, enterprise and employment
To explore new business opportunities for Louth and promote
job creation by developing age friendly products and services
We listened and consulted with Older People....
Age Friendly Business Action Plan
Vision
To position Louth as a ready, prepared and active agefriendly business County supporting business to meet
the economic opportunity of people living longer and
healthier lives
The objective of this Action Plan is to help sustain,
support and create jobs and new models of flexible
value creating enterprise through developing Louth as
a leader in age-friendly business
Actions Targeted
1.
Build Awareness of the economic opportunity for Age Friendly
Business throughout the business community
2.
Product and Service opportunities for an ageing society for
delivery by existing business / new ventures
3.
Wisdom in the workforce
4.
Senior Enterprise
5.
Recognition / Reward and Incentives
6.
Integrated Development: Assisting other key action areas
Education/Training – DkIT, VEC,
Website
Intergenerational Programmes – Junior Achievement
Senior start-ups
Survey Map of 50+ Workforce
Social enterprise
Business succession
Volunteering
SENIOR ENTERPRISE
Men in Sheds
BUILD AWARENESS
Age Friendly Business
Development
PRODUCT/SERVICE
OPPORTUNITIES
RECOGNITION
INCENTIVES
WISDOM IN WORKFORCE
Measurement
CASALA Living Lab - Age-friendly
design / Design for all
Toolkit for marketing Age Friendly
Business
Trades Fair Annually
Monitoring
Accreditations
Flexible working and reward
practices
Volunteering / Mentoring
Age Friendly Champions
Physical Environment
Charter
Business
Recognition
Scheme
Age Friendly
Business Recognition
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Appoint a member of staff to act as a champion for age-friendliness and older
customers/service users
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The champion attends an information seminar introducing the concept and outlining
how to take part. This training is to develop an understanding of ageing and the agefriendly approach and what is involved
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The champion consults with older customers/service users on what they can do to
make the business/service more age-friendly
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A ‘charter’/plan is developed with at least three actions that the business will take,
and a basic commitment to Age Friendliness. When the charter has been developed,
it is displayed in a prominent position, and at that point, the age-friendly sticker can
then also be displayed.
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Monitoring of the age-friendliness of the
business/service is carried out by ‘mystery shoppers’
and can be organised in partnership with the local
Older People’s Forum.
Simple Examples – What retailers do
 Have a place where customers can sit and rest.
 Provide a drink of water if asked.
 Provide “in store” toilet facilities.
 Provide adequate lighting at the entrance and throughout the
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business as well as wide shopping aisles to facilitate
wheelchairs.
Avoid heavy doors or provide electronic doors.
If the outlet has more than one level, provide lift or escalator.
Place products on shelves which are reachable or readily offer
assistance to reach items.
Moderate excessively loud music and noise.
Simple Examples - What retailers do
 Offer food, products and/or services that are appropriate for
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older adults, e.g. single portions.
Make discounts or special offers available for older adults
when possible.
Offer drop off/delivery services.
Provide respectful human contact, in person and on the
phone, and offering extra customer service for older adults.
Communicate offers through “in store” promotions, local radio,
the internet and flyers delivered to the door.
Participate in the community by getting involved in older
peoples’ organisations
What Others Cities Are Doing .....
Mohill Age Friendly Town
Age Friendly Awards 2015
Thank you
Any Questions?