How Businesses Use Aging Sensitivity Training


Getting older isn’t easy. Reading the 12-point font of a newspaper article is a challenge, standing up requires a little more effort as we lose muscle mass, our hearing declines, and forgetting where we left our keys happens more frequently than we’d like to admit.

Sue Maxwell, M.S.W., has been studying the effects of aging for decades. As Director of Gerontology at Lee Health System in Ft. Myers, Florida, Maxwell helped create hands-on training kits used to simulate the effects of aging. These aging sensitivity training kits have been on the market for 20 years and are sold to businesses to give workers a better understanding of the effects of getting older.

The kits contain five separate glasses to try on, and each one simulates how vision deteriorates when cataracts or other eye diseases take hold. Cotton is included so participants can put it in their ears to mimic hearing loss. Special gloves are also provided, which inhibit dexterity and mobility, making it tough to open a jar or bottle.

“People say, ‘Now I understand why grandma does that,’ ” Maxwell explains of the “aha” moments most participants have after taking part in training sessions where the kits are used.

“As we age, our communication process changes,” continues Maxwell. “We don’t see as we used to or touch or feel the way we used to. We operate slowly, but we get the job done.” Maxwell likes to compare aging to computer modems–older adults are on dial-up, not high-speed WiFi.

Aging sensitivity training sessions also include discussions on how different cultures treat their older citizens, the impact of ageism on our population and even dispelling myths about aging. The end goal of the training is to get employees, regardless of their industry, to use what they’ve learned about aging when they’re assisting older customers.

There’s good reason for businesses to take note of the burgeoning older population. The Greatest Generation is aging at an unprecedented rate. In the most recent Census, the number of Americans between the ages of 85 to 94 increased by nearly 30 percent from 2000. Those five million people make up the fastest growing age group. Baby Boomers are right behind them. The first boomers turned 65 in 2011. By 2050, a projected 88.5 million Americans will be 65 or older. That's 20 percent of the total population.

When workers understand how people age, they can create new products and services to assist older adults. Maxwell notes that personal service is important to WWII-era Americans, who will be loyal customers if they’re treated right. “If you can create a wonderful experience, the older adults are going to tell other people, tell their friends,” says Maxwell. “That one-on-one service can’t be replaced, whether you’re young or old. The more you know your customer, the better service you can provide.”

That’s the theory one Florida-based insurance agent and recruiter is counting on. Michael, a salesperson for a national health insurance company that offers Medicare policies, took an aging sensitivity training course through his hometown elder care agency after his mother was diagnosed with dementia. Michael realized so many applications for the training in the insurance and financial industries that he began offering private webinars on the topic to fellow colleagues who sell Medicare plans.

“As their agent, you don’t always know what a client is going through,” explains Michael, who asked not to be fully identified since the training is not offered company-wide.

Michael believes agents educated in aging sensitivity are better able to meet their older clients’ needs and improve their sales techniques. He says small improvements can make a big difference for seniors. For instance, printed materials should consist of large, black font on a white background to improve readability for older individuals. Thicker pens make it easier for seniors to hold and write. Providing a complete summary of the services discussed when they leave means potential clients don’t have to rely on their memory alone to make decisions. Another more subtle change that Michael says people can make is looking directly at the client, instead of turning their head or looking down. Older individuals who are hard of hearing often resort to lip-reading to fill in any bits of information they may have missed.

Although difficult to quantify with a dollar amount, Michael thinks his aging sensitivity training is paying off. Agents gain an appreciation for the special needs of older adults, and senior clients are glad to work with someone who understands them. “It seems the visits are more meaningful and people stay longer and that translates to more business,” Michael states.

As older adults age and are in greater need of healthcare services, aging sensitivity training is nearly a necessity. Brookdale Senior Living, which provides housing, assisted living and skilled nursing at 1,052 communities across the United States, has been using Maxwell’s training kits for more than a decade. The training is mandatory for every manager and staff member who interacts with older adults.

“Workers can experience having the maladies some residents have and better understand how they affect daily activities like sorting pills or trying to sew,” says Ann Bonneau, a divisional learning and development manager for Brookdale. “I think people hear about what happens when you age but are very surprised at how limiting it becomes. We’re hoping the training makes a significant impact on employees and their understanding of the aging process.”

Not only do healthcare workers use the aging sensitivity training at Brookdale Living, but in some locations customer service representatives and interior designers use the training so they can better serve and understand clients.

Regardless of the industry, providing aging sensitivity training to employees sets them up for success. And with older Americans becoming a larger and more influential part of our population, knowing how to work with them will become essential.

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This is all very well for the businesses who want the aging trade. For other places like the grocery store or Walmart, I think the aged should stay home and let others do the shopping.

My mother is 93 and insists I take her to the grocery store every week. It's a nightmare. She can't see, she can't hear, she uses a walker at home and uses the cart at the store to keep her balance. After a while she gets really tired and wants to sit down.

I think she is a tremendous liability for the store and for that matter for me. Every step that woman takes is a potential hazard. What am I going to do if she falls or if she gets too tired to walk to the next aisle? Plus other customers are shopping and not paying that much attention to where the are going. What if she runs into them and injures them with her cart?

These trips really frighten me. I've told her what a danger she is and tried to prepare her that soon I will not be able to take her. She doesn't listen of course. She pretends she can't hear. If I was a business I would dread to see her coming.
You haven't ask for any advice, and I usually don't give it, but here goes: Do yourself AND your mother a favor and stop taking her to the grocery store. She isn't holding you at gunpoint, is she? Your resentment and frustration is oozing all over the place, and I'm sure is toxic both for you AND for her. Be kind but firm when you tell her "no, I'm no longer willing to take you grocery shopping." Then she can either find someone else to take her or allow you to shop for her. Offer to take her on some other type of "outing," maybe to the local senior center, for example, or to the mall where you should be able to rent a wheelchair to get her around the mall. ...just stop allowing her to manipulate you into situations that are high anxiety/stress for you. If you cannot imagine saying "no" to her, get some professional help and/or peer support. You have set yourself up for some major stress-related physical/emotional/mental health complications. If those are allowed to progress, then where will your mother be? Best wishes to you.
My mother stayed in the car this week and let me go in and get her groceries. My situation is such that she has to make her own life style changes or she does stupid stuff if I push her. Our trip to the store a week ago was so awful, I think she figured out that she was going to have to adjust. So she came up with the new solution -- stay in the car while I go in. It works for me.

You are darned right I am oozing resentment. I hate taking care of her because she has a personality disorder and cannot see beyond her own narcissistic world. Everything she does protects her fragile ego. She's always been that way and early on I learned to go along with what she says because if I don't there is all hell to pay.

You seem to think I'm dealing with a mentally healthy person. I'm dealing with a personality disorder that is like a mental illness but there's no pill to help relieve it. I've dealt with it all my life.

She is extremely abusive. Who will look after her if I don't?

I'm glad you agree with me that the grocery store is no place for the aged which was my point.