Friendliness Guide for Establishments, Shops and Restaurants

20 January 2017

This guide has been developed by Euskadi Lagunkoia which is an initiative from the Department of Employment and Social Policies of the Basque Government. It promotes citizen participation and the participation of the public, private, and social sector to develop a movement of friendliness in the Basque Country in the promotion of enabling environments for aging people. It is based on the “Age-friendly Environments Programme” initiative promoted by the World Health Organization. The implementation of the “Friendly Establishment” program has been done in collaboration with the Department of Economic Development and Competitiveness.

There are currently 458,396 people over 65 years old in Euskadi (Eustat, 2015). This means that 2 out of 10 people are elderly. In 2029, this number will rise to 3 out of 10. Elderly persons are big consumers. The average consumption for families of 60 and up is 96.67 euros a week, which is higher than the population of 16 to 44 years old. Some characteristics of this group about their relationship with establishments are:

  • They usually go to small shops nearby.
  • They reward good service with faithfulness and loyalty.

However, they encounter problems or difficulties in many cases when visiting an establishment. This is why the “Friendly Establishment” program has developed an educational campaign that provides low-cost or free practices to help companies attract elderly clients. The objective of this initiative consists in making establishments friendlier for their clients, adapting them to the needs of the elderly, so they can continue to develop their lives in their regular environment in the most self-sufficient way possible.

The guide is available here.