That people are living longer, and that the Brazilian age pyramid has changed – with a lot more elderly – it is not even necessary to be an expert to notice. Just going to a pharmacy, clinical analysis laboratory, supermarket, store; anywhere except those geared towards young people, such as night clubs. But retailers and service providers need to understand – and treat – the elderly better to win their preference.
First, delete that false image of the old man resistant to new technologies. The participation of people aged 60 and over in the online world increased from 34% to 50% between 2020 and 2021, according to the survey “ICT Households”.
But increased longevity could force policymakers to revise concepts. For example, the service and preferential vacancies for those aged 60 and over. As there are places where many customers are in this age group, there would only be preference if it was valid, for example, for those aged 65 or 70 years.
As I have written in the past, there is no comfort for those who have lived a long time, want and need to consume, but do not have benches or chairs to rest, have to resort to precarious and unsafe bathrooms, and need to make an effort to read very small letters on labels and packaging.
Nor does there seem to be, in general, adequate training for salespeople to be more empathetic with hearing difficulties, something relatively common for older people. And it is necessary to pay attention to details. Even a slippery floor can cause a serious accident in someone who no longer has the agility and muscle tone of youth.
On the other hand, children and elderly people should not be treated as incapable. Minors and seniors have their own intelligence, preferences, tastes and needs. They have to be given respect and consideration as consumers, period.
Not all elders, on the other hand, like to be seen as just grandpa and grandma. Remember: many of them and they date, travel, dance and look for clothes, shoes, perfumes and other accessories to feel more beautiful and attractive. Not exclusively to sit in a fictional rocking chair with a grandchild on your lap (although that’s great too, and I say it like a doting grandmother).
in this leaf, I have already addressed this topic under different aspects: in 2009 (“More respect for the elderly”); in 2014 (“The new old consumers”), and in 2015 (“The abuse against the elderly”). It is a constantly changing reality, with old and new challenges.
The most recent is the attempt to change the Health Plans Law, so that seniors’ contracts can be readjusted. Until now, the last adjustment by age group occurs when the beneficiary turns 59 years old.
I am attentive.
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I have over 8 years of experience in the news industry. I have worked for various news websites and have also written for a few news agencies. I mostly cover healthcare news, but I am also interested in other topics such as politics, business, and entertainment. In my free time, I enjoy writing fiction and spending time with my family and friends.
