Opportunities and demand grow for more age-friendly business

This week over 250 older people from across the UK met at Westminster for an appointment with MPs and to communicate one clear message ñ ban age discrimination (1). This follows on from research carried out for Help the Aged and TAEN (The Age and Employment Network) showing that 81% of respondents believe that it should be against the law to refuse someone goods or services on the basis of their age (2) ñ but sadly this remains completely legal.

In response to the need for greater age equality, Help the Aged has launched ëengageí. This new networking and consulting solution will help British businesses to better understand the older market and to maximise their age-positive approach to both consumers and employees.

For a registration fee of 1,000 organisations can sign-up to the engage network to promote age positive behaviour in business. engage members will be able to tap into over 45 years of experience and access the expertise of Help the Aged via an exclusive members clinic where they can contact some of the leading figures in the field for advice and information on age-related topics affecting businesses. Other benefits of being a member include invitations to future briefings and networking events, as well as receiving Help the Aged publications.

Too often the needs of older people and the huge market that they represent are overlooked when it comes to business. The growing population of people aged over 50 in the UK, currently numbering 20 million, holds 80% of the assets and 40% of the disposable income of the UK (3).

Members must aspire to a wide range of age-positive behaviour outlined in the engage charter. Members who fulfil 70% of the criteria in the charter can apply to use the engage logo to promote their company on age-related issues.

Kate Jopling, Senior Policy Manager at Help the Aged, said: Itís shocking and unacceptable that age discrimination in goods and services is still legal. Through engage weíre striving to encourage an age positive approach in all business and what we achieve through the network will strengthen our campaigning work to stamp out age discrimination.

engage members so far include British Gas, HSBC, PC World, Currys and Heart of England Care Homes.

----------------------------------------------------------------------

(1) Help the Aged ëJust Equal Treatment Campaigní Mass Lobby for Age Equality, 11:30am ñ 5pm Wednesday, 18 April, Westminster. More details at here

(2) GfK NOP questioned 1000 nationally representative people in the UK aged 16 and above over the weekend of 30th March and 1st April 2007 via telephone. Weights were applied to the data to bring it in line with national profiles.

(3) Age Concern England.