UNECE policy brief on ageing 3: older persons as consumers

In an ageing society, one aim is to further enhance the social and economic participation of older persons. This policy brief addresses the issues related to older persons as consumers in the background of demographic trends, the well-being of older persons in Europe, preferences and interests regarding consumption.

The paper indicates that older persons can be recognised as a significant consumer group with shared and specific needs. On the other hand, it states that providing accessible and available services and products to older persons can significantly contribute to the aim of an equal social, economic, and political participation of them. As a result, the paper finds that the following directions for action could be proposed:

• governments, service providers and civil society can contribute to the better economic integration of older persons by taking into account their needs, interests and preferences
• policymakers could encourage promoting products for all ages and promote the concept of mainstreaming ageing in the economic sphere in the same way as in all policy fields
• in particular, certain age-friendly products can significantly improve older persons’ quality of life, including those with disabilities, and help them maintain independent living
• companies should consider the potentials of products and services tailored to the needs of older persons