Building an Age-Friendly Simcoe County Business/Organization Guide & Recognition Program February 2019 When many people hear “senior” their first thoughts are: These are preconceived ideas that shift the quality of service provided and changes how a person interacts the moment mature individuals enter a business or organization environment creating an unwelcoming experience and leaving many older consumers offended. The 2016 Census shows a greater number of older adults 65+ than children under the age of 15. This is the first time this has ever happened in Canada. During the next 20 years, the Simcoe County population aged 65+ will have more than doubled from 87,405 to 179,884.1 According to new data from the Office of the Chief Actuary, the average life span for Canadians age 65+, is now 87 for men and 89 for women.2 Coupled with the development of a rapidly growing older demographic, is the >> Sources: 1 Statistics Canada estimates 2016 and Ministry of Finance projections 2 Office of the Chief Actuary (2014), Mortality Projections PAGE 1 31% of Simcoe’s population is 55+. By 2041, that population is expected to increase to 41%. Statistics Canada, Population Growth (2016) << trend that Canadians are also increased by 29%.3 the population compared to living longer and are increasingly In Simcoe County, similar trends 16.7% in Ontario and 16.9% in reaching the age of 100. Between at an even more accelerated Canada.4 Refer to Appendix 2006 and 2011, the number of rate are occurring; experiencing A, Senior Population by Simcoe Canadian centenarians increased rapid aging above both national County Census Division and its by almost 26%, the second and provincial averages. The Municipalities and Appendix B, highest increase of all age groups, proportion of adults aged Simcoe County Map of Senior after the 60-64 age group which 65+ in Simcoe County is 18% of Population “Hot Spots”. Spending Power Older adults are big consumers. of our community. In her report, or organizations. As the population grows, aging Neal explains that older adults Older adults are sophisticated is becoming a major investing are consumers who may have customers who research products theme. According to Margaret more disposable income. Older and services in which they are Neal et al5, Age-Friendly adults often work or volunteer. interested. Older people are communities are “economic Their contributions provide usually loyal customers who engines” that older adults will a boost to local work forces know about the products they provide fuel. Older people far that is often needed. They help buy, are daily buyers, and expect from being an economic communities maximize personalized attention, thus drain, are actually an resources by utilizing generating a relationship of trust economic boom services at different with the merchant. As with any and valued hours of the day other age group, older adults members than office workers are a diverse consumer base or young families, with varied tastes, interests and equalizing service preferences in products and flow for businesses services. >> “People over 55 have the most money and buy the most products. Yet, the advertising industry is infatuated with the 18-to-34-year-old target market.” Terry O’Reilly This I Know: Marketing Lessons from Under the Influence Sources: 3 Statistics Canada (2011-2016) Centenarians in Canada: Age and Sec 4 Statistics Canada (2016) Census 5 Neal, Margaret and DeLaTorre, Alan Kenneth, The Case for Age-friendly Communities (2016) PAGE 2 << In the next 20 years, an aging to become loyal customers population and people with which can translate into repeat disabilities will represent 40% of business. An Age-Friendly Business total income in Ontario—that’s welcomes older consumers and $536 Billion. Improved accessibility works towards meeting the needs in Ontario can help generate of this diverse, fast-growing and up to $9.6 Billion in new retail economically powerful consumer spending and $1.6 Billion in new base. tourism spending.6 For those organizations that are People who have enjoyable not for profit, it’s about welcoming experiences are more likely seniors. Why an Age-Friendly Business/Organization Recognition Program? In anticipation of the growing in their community. However, no is set up to serve everyone. aging demographic, the County community would be complete This Program provides tools of Simcoe has developed without the commercial and and resources to help owners/ a Positive Aging Strategy professional sectors. All business operators to identify, promote and Planning Framework. It sector environments play vital and improve their Age-Friendly describes how the County will roles in meeting the needs and features. work with individuals, families, demands of everyone—everything The program wishes to municipalities, non-profit and from food, clothing and acknowledge those who are private sectors, and communities shelter to personal care, home aware of and working towards to ensure Simcoe County is ready maintenance and many other implementing Age-Friendly to meet the changing needs of services. practices and who have a growing, aging population by The Age-Friendly Recognition demonstrated a willingness to becoming more Age-Friendly. Program is intended to help you continually maintain and improve One of the action items included assess whether your environment by instituting and promoting best in the Planning Framework is to practices for serving individuals of create an Age-Friendly Business all ages and abilities. Guide and Recognition If you are already doing an Program and to raise awareness outstanding job, or if you make of the rapidly growing seniors’ some changes, we would like population and their potential to hear about it. We are always needs. looking to promote ways An Age-Friendly community is businesses/organizations are one where all individuals can be becoming more Age-Friendly. See full and meaningful participants Appendix C, Examples of Age- Friendly Businesses/Organizations, Appendix D, Ways to Encourage Older Adults to Become Patrons, Appendix E, Examples of Businesses/Organizations that Provide Goods and Services. PAGE 3 What can the Age-Friendly Recognition Program offer? The no-cost option of: your commitment and a free business listing service Certificate of Recognition. called Your Local Marketplace 1. Having a competitive 6. Free promotion through (YLM). As part of the Age advantage by positioning your the County of Simcoe’s Age- Friendly business initiative we business to target the growing Friendly website, and the local encourage you to visit the older market. community business and following link http://ylm.ca/ 2. Understanding how to improve other organizations networks, simcoecounty, search for your your business’ age-friendliness. for instance, Chambers of business/organization, register 3. Improving customer service Commerce, Associations, for free and take ownership of through a greater awareness Clubs, municipalities, etc. your listing. If your business/ amongst staff. 7. Having your business/ organization does not appear 4. Performing a self-assessment organization name included in the search, then click the of your business/organization in the regional business Add Business link and add to identify areas of “Your Local Market Place” your business for free. We rely improvement and to obtain an (YLMP) database and on the on this listing to track business Age-Friendly Certificate. online map of Age-Friendly in Simcoe County and we 5. Obtaining the “An Age-Friendly Businesses/Organizations in will use your listing to also Simcoe County” sticky decal Simcoe County. The County track participation in the Age that allows you to showcase of Simcoe partners with a Friendly business initiative. Age-Friendly What Elements business is make a business good business /organization An Age-Friendly business/ Age-Friendly? organization is people-friendly— appealing to all ages and Depending on the nature of abilities. As an integral part of your business/organization, the community, businesses/ the specifics will probably organizations can be key to be unique. However, there making a community more are some elements of age- livable and engaged. Businesses/ friendliness that are common organizations should strive to meet for almost all: respect, comfort, the needs of all individuals of all safety, visibility, accessibility and ages and abilities. service. Every community, neighborhood and business/organization is • Respect • Visibility different. We all retain different • Comfort • Accessibility • Customer friendly • Safety • Service range of abilities as we age. Some • Giving you a competitive edge residents may be active and fit; • Serving a fast-growing market others may have disabilities; • Broadening your customer base Consider how your business/ some may have chronic health • Friendly to all generations, organization fosters these conditions; some may be living elements. Appendix F, Age- with reduced mobility, reduced families, and caregivers Friendly Self-assessment vision or other conditions that • Enhancing your business/ Checklist, will help you self- come with aging. It is important organization reputation and assess if these elements have to determine what criteria would goodwill been incorporated into the work best for your business/ • A socially responsible thing to do day-to-day operation of your organization. business/organization. PAGE 4 Making Your Business/Organization More Age-Friendly A helpful first step is to conduct an Age-Friendly assessment