If there’s one thing experience should teach us, it’s that older adults are just as diverse, curious, and willing to spend money as any other age group—sometimes more so! Maybe your business is a local bakery, a home tech setup, or you’re looking to expand into services for folks living in an assisted living facility. Whatever your angle, reaching and delighting seniors takes a mix of understanding, patience, and genuine respect.

Here’s how to make your business stand out with older customers—while keeping it real, useful, and even a little fun.

Make Everything Clear and Accessible

Ever struggled to read tiny instructions on a medicine bottle? Imagine your customers doing that with your menu or website. Put yourself in their shoes—or glasses, as it may be. Use larger fonts, high-contrast colors, and keep things clutter-free. 

For websites, skip the fancy pop-ups and flashy colors. Stick with what’s easy on the eyes and quick to navigate. The U.S. Government’s Web Accessibility Initiative has step-by-step ways to check if your online space is truly accessible.

In print materials, leave space. Big blocks of text are a turn-off. Go with bullet points, plenty of margins, and helpful images. And if your product or service involves anything with sound—like a phone system—make volume controls simple and offer written options, too.

Speak Their Language (And Listen, Too)

Even the savviest seniors get tired of jargon or pushy “cutting edge” lingo. Communication should feel friendly, not condescending. Speak plainly and with respect. Don’t just pitch—listen! A quick, “What do you wish was easier about X?” can reveal all sorts of ways to improve your service or product.

When training your staff, make sure everyone understands how to answer with patience and empathy. Take time to build a relationship—not just a sales pitch. 

Offer Personal Touches

Small gestures can go a long way. Offer to explain a product or service in person, over the phone, and through written instructions—giving people options. Birthday cards, thank you notes, and remembering repeat orders or preferences can all turn a regular customer into a loyal one. If you mess up—and it happens to everyone—fix it fast and with a sincere apology.

Try to create familiarity, whether that’s a familiar staff face or just picking up the phone instead of relying only on email. Seniors value reliability, and they’ll stick by businesses they trust.

Know Their Needs, and Go Beyond the Obvious

Don’t assume every older customer is a technophobe, but do be ready to offer extra tech help when needed. Hold workshops, create how-to guides, or host “technology hours.” Products or services that really solve a problem—be it easier home delivery, no-fuss packaging, or even simple returns—will set you apart every time.

And word to the wise: tap into their feedback. Seniors often spot glitches or inefficiencies others miss. Run informal surveys or just ask for direct suggestions.

Catering to an older audience doesn’t mean playing it safe or boring. It’s about meeting people where they are, making things clear, and weaving kindness into every step. Your business will shine brighter for it—and so will your customers.