Baby Boomers, mature consumers, older adults, senior customers -- whatever one names this market, it is large and growing. In 2006, the leading edge of the Baby Boom generation turns 60. Plus, the net worth of older adults has been climbing over the past two decades: Between 1984 and 2001, the median net worth of households headed by people age 65 and over increased by 82 percent. (2) And, more than 50% of the total U.S. discretionary income is controlled by those 50 years and older. (3) This is not a market that businesses should turn away from their doors.
Older adults make up a diverse group in many ways. Their one certain commonality is that they will experience at least some physiological and cognitive changes and, perhaps, disability as they age. (4) The 2000 U.S. Census found that 41.9% of adults 65 years and older identified themselves as having a disability. (5) For the remaining percentage of those 65 and older, the changes may be less severe but are likely to affect everyday life nonetheless.
Whether older adults have disabilities or not, they benefit from accessible features and customer service practices in stores, museums, restaurants, printed publications, and online shopping, among others. Accessibility makes a visit to the grocery store, a theater performance, and an internet search easier and more enjoyable for people who experience limitations in vision, hearing, mobility, or memory. Older individuals are most likely to use accessible features when they are integrated into the overall design of the building, publication, or website. Many older adults, whether they have disabilities or not, are often unwilling to be categorized as “old” or in need of “special services.” Seamless accessibility - access that blends cleanly into customer service practices and building and product design - works best for everyone.