Today is International Older Persons Day. It’s a day to celebrate the contributions that older people make in our communities and discuss what can be done to strengthen the support systems we have to improve their wellbeing, writes Ali Paior, Head of Marketing at The Chooze Shop.

At The Chooze Shop, our mission is to empower ageing Australians by providing them with easier access to products on our inclusive and accessible marketplace.

While often overlooked, older Australians represent not just a significant part of our community but also an important group of potential customers. As a passionate advocate for older Australians,  I believe businesses have both a responsibility and an incentive to step up and make digital spaces more inclusive—not just because it’s the right thing to do, but because it actually makes good business sense.

The growing demographic of older adults online

With improved healthcare outcomes and elderly support, more of us are living and staying active longer. This means that along with a growing ageing population, today’s older adults are more engaged on the internet than ever before.. A recent study found that there has been a huge increase in the amount of older Australians with internet access at home, going from just 68% in 2017, to 93% in 2020. While most older Australians (80%) still access the internet from home, more and more are using smartphones to access the internet.

However, despite this growing participation, people aged 65 and over are still some of the least digitally included groups in Australia, especially if they are female, on lower incomes or don’t reside in a major city. As an online marketplace, the team at The Chooze Shop have seen firsthand how important it is to make digital experiences easy for older adults. Older Australians make up a huge demographic, so by making your website more accessible, you’re opening up your business to a whole new group of potential customers.

Older adults remember businesses treat them with respect and make their online experience enjoyable and in a competitive market, this can be invaluable in strengthening your brand. Customers who feel confident using your website are more likely to return, recommend your services to others in their community and become long-term backers of your brand, building customer loyalty and boosting your bottom line.

Improving independence and wellbeing through accessibility

While older Australians are certainly becoming more tech savvy, navigating the ins and outs of online environments can still pose a challenge for those who didn’t grow up with this technology. Bridging the tech gap isn’t just about tapping into a fast growing market demographic—it’s also about improving lives, helping older adults maintain their independence for longer.

From booking medical appointments, to ordering home and lifestyle products, to following our government forms, more and more essential services are moving online. If older Australians are to stay engaged, independent and connected with their local and wider communities, we need to make sure that they are able to access the internet and website easily and securely.

When older adults can more easily use the web to manage their health, make appointments, or order home and lifestyle products, they no longer have to rely on someone else to complete these tasks for them. This sense of independence is empowering and plays a huge part in improving their overall wellbeing.

As such, every business has a responsibility to create inclusive digital spaces where older adults can engage and thrive. We need a conscious effort to be made by all, especially those in ecomm, to improve accessibility of their platforms to ensure older Australians can access essential products and services.

How can businesses improve website accessibility?

One of the biggest hurdles older adults face when navigating the digital world is a lack of confidence. Many older people fear that they aren’t tech-savvy enough to engage in online activities. They often worry that they’ll mess something up or do something wrong. Businesses need to keep this front of mind  when designing their websites and take active steps to make their websites more accessible. Here are some things I recommend based on my work with older adults:

• Use Clear, Simple Language: We need to remember that not everyone is familiar with tech terms or our industry lingo. When it comes to websites, you need to avoid complicated terms or jargon. Use simple language that’s easy to understand for everyone, regardless of their tech background.
• Offer Step-by-Step Instructions: Navigating a website can be daunting if you’re not sure what to do next. Whether it’s creating an account or making a purchase, clear instructions and visual aids (like icons or arrows) can make all the difference. If you can, include short, easy-to-follow videos with subtitles to guide people through the process.
• Simplify Your Web Design: When it comes to design, less is always more. Choose web layouts that are simple, uncluttered and easy to navigate. Don’t overwhelm your users with animations, pop-ups, or other distracting elements. Your web design should be simple and intuitive design, ensuring key actions like “Add to Cart” and “Contact Us” are easy to find.
• Make Text Easy to Read: Font choice might seem like a small detail, but for older Australians, it can make a huge difference in accessibility. Remember many older adults have some form of visual impairment, so stick to simple, easy-to-read fonts l and make sure the text is large enough (at least 16px is a good rule of thumb). High-contrast colour schemes are also great, so your text stands out clearly against the background.
• Provide Live Support: Not everyone is comfortable troubleshooting on their own, so you need to make customer support easy to access. Offering live chat, email or phone support can be a lifeline for those who get stuck or need a little extra guidance. Phone support is especially important, as many older adults feel more comfortable speaking to someone directly.
• Include Older Adults in Your Testing: The best way to know if your website is truly accessible is involving older adults in your testing process. Getting feedback from your users is invaluable. It gives you insights into what’s working well and shows you areas or functions that you need to improve. Plus, by testing your site on the very people you’re trying to support, you’re demonstrating you value their experience.

Bridging the accessibility for a more inclusive future

Let’s take a beat this International Older Persons Day to rethink online accessibility for ageing Australians. We need to make active steps towards improving accessibility, not just because it’s the right thing to do, but because it benefits everyone. With so many older Australians now using the internet, making your website simple to use and easy to navigate isn’t just thoughtful—it’s a smart business move. Improving digital accessibility not only gives older folks more confidence online, but makes your brand shine in the eyes of an increasingly valuable market.

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