LONDON - Merged charity Age Concern and Help the Aged has launched an accreditation scheme called Age OK.The seal of approval will be given to products and services that experts have judged to be sufficiently ‘age-friendly'. Sky is the first winner of an Age OK accreditation for its Sky+ remote control.
In addition to the product-approval mark, Age Concern and Help the Aged also plans to launch an organisational accreditation in 2010, which will be awarded to businesses that take into account the overall customer experience for older people. This will include aspects such as shop design, customer service and marketing activity.
Research by the charity, released today, reveals that 57% of older people feel that businesses in the UK ignore them to focus on the youth market, despite the fact that the charity calculates older people's spending power to be worth an estimated £250bn a year. Furthermore, 50% of older people slammed marketers for producing patronising and stereotypical advertising targeting the over-50s.
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