Elder Friendly Program
Certified Business Program

Elder Friendly Program Certifies Businesses That Are
Sensitive to Older Customers' Needs

Guidelines Available to Seniors for Dining Out,
Shopping, Banking

Senior citizens, the area's largest and most powerful consumer group, can now look for a sign as they dine out, shop or bank to assure the business has taken special care to meet their needs - the Elder Friendly® Business Certification logo.

Sponsored by the Area Office on Aging and the City of Toledo/Mayor's Office, an Elder Friendly Business Certification is the equivalent of the Good Housekeeping Seal of Approval. Certification is awarded to businesses that pass surveys conducted by trained senior citizens or disabled consumers. Areas critiqued include phone and physical access, layout of the site and customer service. Local businesses may request assessment. In addition, training and consultation are available to assist each business in qualifying for and maintaining Elder Friendly® Business Certification.

Once a business passes, the Elder Friendly logo is displayed in their window, alerting senior consumers that this business is sensitive to the changing needs of this loyal and growing consumer base.

Background Information

The 50 plus population controls more than 77% of the nation's assets and makes up 28% in Northwest Ohio, according to the latest Census data. It is projected that 21% of the U.S. population will be age 65 years or older in the year 2030.

Due to its size and spending power, the elderly population is a large and growing market for businesses and organizations. Improving the access and quality of service for older consumers can establish a loyal customer base. Older consumers will help business partners understand the mature market so it can be better served.

Elder Friendly® Business Certification was piloted and tested on a number of businesses in Portland, Oregon in 1993 by Elders in Action. The Area Office on Aging and the City of Toledo/Mayor's Office will sponsor the program locally.

"Certified Elder Friendly":
A sign that attracts discretionary income.

Our goal is simple: to actively involve elders in making their community a better place to live. Which makes us uniquely qualified to help your business meet the needs of this powerful group of consumers.

Earning Elder Friendly® Business Certification is a simple process. Trained elder evaluators from our agency, following specific guidelines, "shop" your store(s). Our evaluators check out helpful your telephone and customer service is. We asses your building layout and access. When completed, we provide feedback and training information to both management and the people involved in helping start such a program.

Results , of course, are confidential. If your business fails to pass the evaluation, specific suggestions will be made to help you meet certification standards. Then you decide whether to make the changes and request a complimentary evaluation.

We pride ourselves on our service and it will be easy to implement the suggestions into operations. I know it will be a successful program for us, and I'd encourage other businesses to participate.

Randy Rowles
District Vice President
Elder-Beerman Stores

Local Businesses Become Elder Friendly

Participation in the program is voluntary, confidential and must be requested by the business owner/manager. After a business receives the Elder Friendly® Business Certification, its name will be published in the Elder Friendly® Business Directory. The directory will become a valuable tool for older shoppers and will be available at such locations:

Toledo Area 50+ Population
Consumer Power
  • 264,000 strong in the Greater Toledo Area
  • Possess half of all discretionary income
  • Control 77% of all financial assets.
  • Account for 42% of all consumer demand.
  • Purchase 43% of domestic cars.
  • Spend the most at grocery stores per person.
  • Purchase 25% of all toys.
  • Purchase the most over-the-counter drugs.
  • Spend the most on personal care items.
  • Read the most newspaper

Benefits to Older Adult

  • Identifies which businesses have met Elder Friendly standards.
  • Promotes independent living by enabling the older customer to complete his/her business and shopping with relative ease.
  • Empowers the older volunteer by providing the opportunity to share observations for improving access and customer service of businesses.
  • Promotes a relationship among aging agencies, businesses and older adults in the community.

How You Can Help

  • Promote the Elder Friendly® Business Certification program among your family and friends. It is new and growing nationwide. Ask them to view this web site or visit Elderfriendly.com for additional details. Help us bring it into our local community.
  • Become an Elder Friendly volunteer. Contact Shannyn Horvath at the Area Office on Aging of Northwest Ohio or call the local RSVP office at (419) 382-7060 ext: 15 to become a volunteer.
  • As a trained Elder Friendly evaluator, you will be sent "undercover" to evaluate a business. Once you complete your evaluation. Your score will be combined with others to determine if the business meets Elder Friendly standards.
  • Patronize Elder Friendly businesses. Look for the Elder Friendly window decal and patronize those businesses. Let them know you appreciate that they are Elder Friendly Certified.
  • Recruit new businesses. Talk with business managers and encourage them to join the growing ranks of Elder Friendly Certified Businesses

Shirley Luttrop
Volunteer Evaluator

"I like being an Elder Friendly evaluator because businesses do pay attention. The program does make a difference by teaching businesses how to best accommodate the older customer. In accommodating the older customer it helps everyone like moms with small children, and people with mobility problems regardless of age. It's a win-win situation, where what benefits one, benefits all. I encourage older adults to volunteer an an evaluator and shop Elder friendly certified businesses."

Contact:
Billie Johnson, Area Office on Aging,
(419) 382-0624
Elder Friendly® - It's Good For Business

For more facts about this program contact the
Area Office on Aging
(419) 382- 7060  ext. 15