Group aims to find age friendly firms

The Western Bay of Plenty's ageing population is an economic opportunity rather than a social problem, Tauranga gerontologist Carole Gordon says.

Businesses who recognise the growing numbers of older people and adapt their products and services accordingly stand ready to tap into a huge market segment, she said.

Ms Gordon is national convenor and a founding member of Supa-NZ (Seniors United to Promote an Age-Friendly New Zealand), an organisation that will be officially launched at the Tauranga Club tomorrow.

Supa-NZ is a not-for-profit social enterprise that aims to make New Zealand more livable for senior citizens by engaging with governmental bodies and businesses.

The group's commercial arm is an age-friendly accreditation brand which will be awarded to businesses which open themselves to being assessed by a working group of Supa-NZ seniors.

Electricity company TrustPower is one of the first businesses to get on board and has invited a Supa-NZ team to assess its customer service department.

The assessment team will make recommendations and if TrustPower adapts itself to fit the age-friendly recommendations, Supa-NZ will give its accreditation and allow the company to use the trademarked age-friendly symbol.

TrustPower community relations manager Graeme Purches said the company believed becoming age-friendly would help it achieve superior customer service.

"I have worked closely with Carole and her team for well over a year, and we admire their passion for what they are trying to achieve," Mr Purches said.

"We are now undergoing the Supa-NZ accreditation process to ensure that all of our business processes are age-friendly, and we believe any business with a focus on customer service and an eye for the future should do likewise."

Ms Gordon said Supa-NZ would soon be approaching businesses to discuss how they could provide age-friendly products and services.

Difficult-to-open packaging was a particular issue the group had identified, she said.

"On a very practical level, its the top of the spaghetti can where the flip-top doesn't open or the dishwasher liquid where you can't get the top off, and everybody experiences these difficulties but it's enhanced when you're older," Ms Gordon said.

"What we've got is an overly child protection type of packaging, and we need to provide some balance with that. It's a design challenge."

Heartland Bank's Tauranga Branch has agreed to sponsor Supa-NZ and work on joint initiatives.

Branch manager Deborah Lee said the bank's vision was enabling prosperity for all New Zealanders "so supporting an organisation like Supa-NZ is a natural fit for us".

"It's a great initiative to be associated with and we are looking forward to working with Supa-NZ in the region."