towards age friendly provision of goods & services consider acknowledge respect … · 2017....

Towards Age Friendly Provision of Goods & Services

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CARE

Marking a decade of enhanced Irish Equality Legislation


Equality

Respect

Acknowledge

Consider

EUROPEAN SOCIAL FUND

Investing in your future


PROGRESS

This publication is supported under the European Community Programme for Employment and Social Solidarity – PROGRESS (2007–2013).

This programme is managed by the Directorate-General for Employment, social affairs and equal opportunities of the European Commission. It wasestablished to financially support the implementation of the objectives ofthe European Union in the employment and social affairs area, as set out in the Social Agenda, and thereby contribute to the achievement of the LisbonStrategy goals in these fields.

The seven-year Programme targets all stake holders who can help shape the development of appropriate and effective employment and social legislation and policies, across the EU-27, EFTA-EEA and EU candidate and pre-candidate countries.

PROGRESS mission is to strengthen the EU contribution in support of Member States’ commitments PROGRESS will be instrumental in:

• providing analysis and policy advice on PROGRESS policy areas;

• monitoring and reporting on the implementation of EU legislation and policies in PROGRESS policy areas;

• promoting policy transfer, learning and support among Member States on EU objectives and priorities; and

• relaying the views of the stakeholders and society at large.

For more information see:http://ec.europa.eu/social/main.jsp?langId=en&catId=327

The information contained in this publication does not necessarily reflectthe position or opinion of the European Commission.

NOTE:The statistics reproduced throughout this document are taken from a Vox Pop survey carried out by The Equality Authority as part of the ‘Question Ageism’ campaign 2007


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CONTENTS Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

CommonBarriersExperiencedbyOlderPeople . . . . . . . . . . . . . . . . . . . . . . . . . .4

WhyAddressAgeism? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

The Equal Status Acts 2000 to 2008 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Equality Competent Providers of Goods and Services . . . . . . . . . . . . . . . . . . . . . . .9

A Framework for Action… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

1 .DevelopAgeAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

2 .TreatOlderCustomerswithDignityandRespect . . . . . . . . . . . . . . . . . . . 11

3 .ConsultwithOlderCustomers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

4 .AgeProofAvailabilityofGoodsandServices . . . . . . . . . . . . . . . . . . . . . . . . 15

5 .EnsureGoodsandServicesareAccessible . . . . . . . . . . . . . . . . . . . . . . . . . . 16

6 .ProvideUserFriendlyInformation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

7 .ProvideAdvocacySupports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

8 .TargetingofOlderCustomers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

9 .EmploymentofOlderPeople . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Further Reading . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Useful Organisations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21


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FOREWORDThis second edition of ‘Towards Age Friendly Provision of Goods and Services’ is updated and timely. Say No To Ageism Week is a joint initiative of the Equality Authority and the Health Service Executive partly funded under the Progress programme of the European Union. We are supported by the Office for Older People, the transport sector including Veolia/Luas, Iarnród Eireann, Bus Eireann, Pobal Rural Transport Initiative and Dublin Bus and have benefited from consultations with representatives of older people’s organisations.

Say No To Ageism Week aims to combat discrimination faced by older people by raising awareness and by encouraging people in the services sector to take initiatives including the distribution of this book and campaign materials. This booklet provides a range of advice and practical guidance to organisations as they seek to provide their services in an age-friendly manner.

Age friendly services do not discriminate against older people and others on the age ground; take account of the needs and situation of older people in the design of their services; make reasonable accommodation for older people; contribute to the promotion of equality for older people; promote positive action measures; and display and communicate to wider societya commitment to age equality in the provision of goods and services.

This booklet was originally drafted by Eileen McGlone and Fiona Fitzgerald of QE5 ltd and they drew on the perspectives of organisations involved in the Say No To Ageism campaign and others in formulating this guide. It can be downloaded from www.equality.ie


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INTRODUCTION Biologicalageingisacontinuousprocessthataffectsusall .Howeverattitudesandpracticeswithinsocietycreateassociationsbetweenchronologicalageandwhatisandisnotexpectedofapersonatthatage .Thisbecomesaprocessofsocialageing .Ageisminvolvesacombinationofinstitutional practices, individual attitudes and relationships.Itimpactsonyoungpeopleandolderpeople .Ageist institutional practices that impact on older peoplecaninclude:• theuseofupperage limits,whetherexplicitorimplied,todetermine accesstoprovisionorparticipation;• discriminationagainstolderpeopleonthebasisoftheirage;• afailuretotakeaccountofthesituations,experiencesoraspirationsof olderpeoplewhenmakingdecisions,andafailuretoseektoensure decisionsmadeareofbenefittothem;and• inadequate provision of serviceswhichresultsinolderpeoplebecoming dependentonothers .Bothyoungandoldcanholdageistattitudes .Beingbombardedwithnegativeimagesofage,andmisunderstandingsabouttheageingprocess,itisnotsurprisingthatmanyolderpeopletakeonboardtheseviewsandcometobelievethemtobe‘natural’and‘commonsense’ .Ageistattitudestowardsolderpeoplearerootedfirmlyinnegativestereotypes,andincludefalseassumptionssuchas:• Peopleintheir50’s,60’s,70’s,80’sor90’sareallthesameinterms ofcharacteristics .

• Olderpeoplearemorelikelytobeinflexibleinattitude,conservative, repetitive,andunlikelytotrynewthings .

• Beingoldmeansbeingdependentonothers .

• Olderpeoplearelargelylonely,isolatedandmiserable .

• Olderpeopleareconfusedandsenile .

• Olderpeoplearen’tadaptable,orabletolearnnewways .

• Certainareasoflife,suchaslearningnewthings,fashion,physical activities,sex,don’tmatterwhenyouareold .

Ageistpracticesandattitudesaremanifestedinrelationshipswitholderpeople .Thiscanleadtosituationswhereolderpeopleareconstantly“protected”andtheirthoughtsinterpreted .Itcangeneraterelationshipswitholderpeoplethatcanbecharacterisedbylackofconsultation,dependence,patronisingbehaviour,neglectandevenabuse .

Ageingisahighly individual experienceanditisnotpossibletogeneraliseabouttheskillsandabilitiesofanolderpersonbasedonage,anymorethanitispossibletomakeassumptionsaboutsomeonebasedonanyotheraspectoftheiridentity .


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It is important also to remember that the experience of ageing, and age discrimination, may differ based on other components of a person’s identity. For example, certain groups of older people may experience unique barriers because of their age combined with their gender, disability, sexual orientation, ethnicity or religion.

Common Barriers Experienced by Older PeopleManyolderpeopleencounterbarriersinaccessinggoodsandservices .Manyofthesebarrierscanberesolvedbysimple,practicalandreasonablemeasures .Somecommonbarriersinclude:• Alackofunderstandingamongprovidersofgoodsandservices regardingageingandolderpeople .Thiscanleadtotheprovisionof goodsandservicesthatdonotmeettheneedsandaspirationsofthe oldercustomer .

• Alackofaccessibleand user-friendly information on the goods and services that are availabletooldercustomers,howtoaccessthem,andwheretogoforhelporsupport .Oftenserviceprovidersexperiencealackofdemandfromolderpeopleforthegoodsandservicestheyprovide .Howeverthiscanoftenbeattributedtoalackofawarenessandknowledgeonthepartoftheoldercustomeraboutwhatisavailable .

Barrierstomakingthegoodsandservicesavailabletoolderpeoplecanoccur:• throughexplicitagelimits

• throughprovidersmakingassumptionsastotheusefulnessofthe product/servicetotheolderperson,or

• throughadvertisingandrequirementsorpressuresthatgovernthe provisionofgoodsandserviceswhicholderpeoplefinddifficultto complywith

• throughadvertisingandmarketingofproductsandservicesthatonly targetyoungercustomers

• Limitedaccessibility,bothintermsofphysicalaccessibility(transport, builtenvironment,etc)andthemannerinwhichthedeliveryofgoods andservicesisorganised

• Ageistattitudesamongstaffindealingwitholdercustomers

Theseattitudescanleadtostafftreatingoldercustomersinamannerthatisdemeaning .

65% of 50-60 year olds think that Ireland is not an age friendly society


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Why Address Ageism?Providersofgoodsandservicescancontributetocombatingageismandpromotingequalityforolderpeople .Actionbyprovidersofgoodsandservicesinthisregardisgoodforolderpeopleandgoodforbusiness .Thebenefitsinclude:

1. Equality for Older PeopleProvidersofgoodsandservicesenhancethequalityoflifeforolderpeoplewhentheytakestepstocombatageism .Thisisimportantincontributingtoequalityforolderpeopleandincreatinganagefriendlysociety . 2. An Ageing Consumer BaseIn2002,26%ofIreland’spopulationwereaged50plus–overonemillioncitizens,withalmosthalfoftheseaged65andover1 .Populationprojectionsindicatetheseproportionsgrowingtoalmostdoubleoverthenextthirtyyears–inrealterms,thisequatestooverthreequartersofamillionindividualsaged65andover2 .OlderpeopleinIrelandwillrepresentanincreasinglysignificantshareofthemarketplacebothintermsofnumbersandconsumerinfluence .

3. Goods/Service Development OpportunitiesThisgrowthinthemarketofolderpeoplenotonlycreatesawidermarketforexistinggoodsandservicesbutalsobringsnewneedstothemarket .Thisshouldstimulateandsupportthedevelopmentofnewgoodsandservicesthatbettermeettheneedsofoldercustomers .Itshouldalsostimulateandsupportchangeinthewayinwhichservicesaremarketedandprovided .Thiscancontributetoadynamismandflexibilityinthebusinessthatenhancesitscompetitivenessandattractsaneverwidercustomerbasebeyondolderpeople .

4. Compliance with Equal Status LegislationTheEqualStatusActs2000to2008prohibitdiscriminationintheprovisionofgoodsandservices,accommodationandeducationalestablishments .TheActscoverninegroundsincludinganageground .Addressingageismintheprovisionofgoodsandserviceswillsupportcompliancewiththisequalitylegislationandwilldiminishcomplaintsofdiscriminationandcasesbeingtakenagainsttheproviderofthegoodsandservicesontheageground .

The challenge for businesses and service providers is to create a service that is age friendly, accessible and affordable without being tedious, stigmatising or over-protective.

1 Personsaged50andover:1,019,000;Personsaged65and over:436,000(Source:CentralStatisticsOfficeCensus2002) .2 840,000individuals,basedonCSOProjectionsfor2031 .


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THE EQUAL STATUS ACTS 2000 TO 2008 TheEqualStatusActsprovideanimportantfoundationforchangeforolderpeople .Theyprovideameansofseekingredressforolderpeoplewhofeeltheyhavebeendiscriminatedagainst .Theyprovideastimulustoserviceproviderswhohaveliabilityunderthelegislationtocombatdiscriminationagainstolderpeopleandtopromoteequalityforolderpeople .

The Equal Status Acts 2000 to 2008:• PromoteEquality

• Prohibitcertainkindsofdiscrimination(withsomeexemptions) acrossninegrounds

• Prohibitsexualharassmentandharassment

• Prohibitvictimisation

• Requirereasonableaccommodationofpeoplewithdisabilities

• Allowabroadrangeofpositiveactionmeasures .

The Acts apply to people who:• Buyandsellawidevarietyofgoods

• Useorprovideawiderangeofservices

• Obtainordisposeofaccommodation

• Attendorareinchargeofeducationalestablishments .

Thereareseparateprovisionsondiscriminatoryclubs .Claimsofdiscrimi-nationinrelationtolicensedpremisesarenowdealtwithintheDistrictCourtundertheIntoxicatingLiquorAct2003 .

The Equal Status Acts 2000 to 2008 prohibit discrimination on the following nine grounds:• Gender

• MaritalStatus

• FamilyStatus

• SexualOrientation

• Religion

• Age–whichisdefinedaspeopleover18,exceptfortheprovisionof carinsurancetolicenseddriversunderthatage .

• Disability

• Race

• MembershipoftheTravellerCommunity


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DiscriminationDiscriminationhasaspecificmeaningintheActs .Itisdefinedasthetreatmentofapersoninalessfavourablewaythananotherpersonis,hasbeenorwouldbetreatedinacomparablesituationonanyoftheninegrounds(includingtheageground)whichexists,existed,mayexistinthefutureorisimputedtothepersonconcerned .

Differenttypesofdiscriminationarecoveredincludingindirectdiscriminationanddiscriminationbyassociation .

Sexual Harassment and HarassmentSexualHarassmentandHarassmentintheprovisionofgoodsandservices,accommodationandeducationalestablishmentsisprohibited .Harassmentisanyformofunwantedconductrelatedtoanyofthediscriminatorygrounds(includingtheageground) .Sexualharassmentisanyformofunwantedverbal,non-verbalorphysicalconductofasexualnature .Inbothcasesitisconductwhichhasthepurposeoreffectofviolatingaperson’sdignityandcreatinganintimidating,hostile,degrading,humiliatingoroffensiveenvironmentfortheperson .Theunwantedconductmayincludeacts,requests,comments,gesturesortheproduction,displayorcirculationofwrittenwords,picturesorothermaterials .

Reasonable AccommodationApersonsellinggoodsorprovidingservices,apersonsellingorlettingaccommodationorprovidingaccommodation,educationalinstitutionsandclubsmustprovidespecialtreatmentorfacilitiestopeoplewithdisabilitiesincircumstanceswherewithoutthese,itwouldbeimpossibleorundulydifficulttoavailofthegoods,services,accommodationetc .Theyarenotobligedtomakethisreasonableaccommodationwhenthiscostsmorethanwhatiscalledanominalcost .

Positive ActionTheActsallowpreferentialtreatmentorthetakingofpositivemeasures,whicharebonafide,intendedto:

• Promoteequalityofopportunityfordisadvantagedpersons;

• Caterforthespecialneedsofpersons,oracategoryofpersonswho becauseoftheircircumstances,mayrequirefacilities,arrangements, servicesorassistance .

ExemptionsThereareseveralsignificantexemptionsintheActs .ThebroadestgeneralexemptionisthatanythingmandatedbyanActoftheOireachtasorEUlawisallowed .Theseexemptionsshouldbereadrestrictivelyandshouldnotbeallowedtoundulyrestrictthegeneralprohibitionondiscrimination .Providersofgoodsandservices,providersofaccommodationandclubsareallowedtoimposeandmaintainareasonablepreferentialfee,chargeorrateinrespectofanythingofferedtopersonstogetherwiththeirchildren,marriedcouples,personswithadisabilityandpersonsinaspecificagegroup .


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Vicarious LiabilityEmployersandserviceprovidersareliablefordiscriminatoryactsofanemployeeinthecourseofhisorheremployment,unlesstheycanprovethattheytookreasonablepracticablestepstopreventtheconduct .Suchstepswouldincludehavingequalitypoliciesandprocedurestopreventincidentsofdiscriminationandtoaddressthemiftheyarise .

Further information on the Equal Status Acts 2000 to 2008 and the Employment Equality Acts 1998 and 2008 is available from the Equality Authority at Locall 1890 245545. Information booklets on both Acts are available free of charge.

43% of 20-30 year olds think it is fair to say that older people are ‘set in their ways and ideas’


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EQUALITY COMPETENT PROVIDERS OF GOODS AND SERVICES Agefriendlyprovidersofgoodsandservicesareequalitycompetentprovidersofgoodsandservices .Equalitycompetentprovidersofgoodsandservicesarecharacterisedbyplannedandsystematicapproachestoequalityandbyanequalityfocusingovernanceorintheirdecision-makingprocesses .

Aplannedapproachtoequalityfocusesonachievingagreedequalityobjectivesforemployeesandcustomers,ratherthanmerelyreactingtoincidentsofdiscriminationorinequality .Theyarebasedonformalequalitypoliciesandplans,ratherthansolelydependingonindividualgoodwillandcommitment .Plannedandsystematicapproachestoequalityaresustainedoverthelongtermwithintheorganisationratherthanbeinglimitedtoadhocorshorttermactions .

Aplannedapproachtoequalityrequiresanequalityinfrastructurewithintheorganisationwhichincludes:

1 .Equalitypoliciesthatsetoutthecommitmentoftheorganisationto equalityandthebroadprinciplesandstrategiesitwilldeploytoreflect thatcommitment .

2 .Equalityanddiversitytrainingtobuildstaffawarenessandstaffskillsto implementtheequalitypolicyaspartoftheirdaytodayresponsibilities .

3 .Anequalityactionplanthatsetsoutequalityobjectivesfortheorganisation andthestepsthatwillbetakentoachievetheseobjectives .Thisplan shouldbebasedonareviewofallpolicies,procedures,practicesand perceptionsintheorganisationfortheirimpactonequality .

4 .Assigningresponsibilityforequalitywithintheorganisationtoa seniorstaffperson .

Governanceisabouthowdecisionsaremadewithinanorganisation .Anequalityfocusingovernancebringsanequalityfocusintotheheartofdecisionmaking .Thiscanbeassistedby:

• Testingoutnewservices,newplans,newprogrammesetc .atdesign stagefortheirimpactonolderpeopleandothersexperiencinginequality .

• Involvingolderpeopleandtheirorganisation(s)(alongwithother groupsthatexperienceinequality)indecisionmakingprocessesthat impactonthem .

• Gatheringdataongroupsthatexperienceinequality,includingolder people,toenableananalysisoftheirexperienceandsituationas employeesorcustomersoftheorganisation .

Equalitycompetenceofanorganisationprovidesthecontextwithinwhichtodevelopfurtherspecificactivitiestoensuretheorganisationisagefriendly .


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A FRAMEWORK FOR ACTION Ninedifferentinitiativesareidentifiedasprovidingstartingpointsforagefriendlyprovisionofgoodsandservices .

Thesearetoinitiativesto:

1 .Developstaffawarenessaboutageismandequalityforolderpeople .

2 .Takestepstoensureoldercustomersaretreatedwithdignityand respect .

3 .Consultwitholdercustomersandorganisationsofolderpeople .

4 .Ageprooforauditprovisionofgoodsandservicesfortheirrelevance andavailabilitytoolderpeople .

5 .Takestepstoensuregoodsandservicesprovidedareaccessibleto olderpeople .

6 .Provideuserfriendlyinformationtooldercustomers .

7 .Provideadvocacysupportstooldercustomerswhenrequired .

8 . Targetspecificgoodsandservicestomeettheparticularneedsof olderpeople .

9 .Employolderpeople .

Thesenineinitiativesaresetoutinagenericform .Theyprovideabroadmenuofactivitiesthatcanbetailoredtotheparticularcircumstancesofdifferentorganisations–whethertheyarelargeorsmall,publicsectororprivatesectorandwhateverthenatureofthegoodsandservicesprovided .

Developinginitiativesfromwithinthismenuofactivitiesisoneimportantwayofsaying no to ageism .Developingsuchinitiativesisthestartingpointnotonlyforagefriendlyprovisionofgoodsandservicesbutalsoforanequalityfocuswithintheorganisationthatcanbeexpandedtoincorporateallninegroundscoveredbythelegislation .

1. Develop Age Awareness

Developingageawarenessinvolvessupportingstafftoexploretheirattitudestoolderpeopleandtheirunderstandingoftheneeds,situationandexperienceofolderpeople .Thiscanbedonethroughprovidingformalequalitytrainingforstaff .

Stepstobetakencouldinclude:

• Olderpeopleandorganisationsofolderpeoplebeinginvitedtoprovide atrainingseminarforstaff .

• Trainingbeingprovidedwhichwillassistinchangingnegative stereotypesheldbystaffaboutolderpeople,ingivingstaffan understandingofthediversityamongolderpeopleandtherealityof theirlives,andindevelopingstaffskillstoengageeffectivelywithand tomakeprovisionforoldercustomers .


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• Stimulatinginformaldebateanddiscussionontheissueofageismand howtocombatit .Thiscouldbedoneby:

a)Oldercustomersbeinginvitedtosharetheirexperienceand knowledgeoftheseissueswithstaff .

b)SayNotoAgeismPostersbeingdisplayedinthebuildingto stimulatediscussion .

c)Anexaminationofthecustomerbaseoftheorganisationbeing carriedouttoestablishthepresenceanddiversityofolderpeople amongthecustomers .

Thebenefitsofdevelopingageawarenessintheorganisationinclude:

• Supportinghigherqualitycustomerservice .

• Enhancingcustomers’satisfactionandloyaltythroughimproved interactionwiththem .

• Increasingstaffconfidenceandmotivationindealingwitholdercustomers .

• Improvingtheprofileoftheorganisationamongolderpeople .

2. Treat Older Customers with Dignity and Respect

Treatingolderpeoplewithdignityandrespectessentiallyequatestotreatingolderpeoplewithcourtesy,andinamannerthatacknowledgestheirintelligence,needsandaspirations,andrespectstheirindependence .Treatingolderpeoplewithdignityandrespectinvolvesavaluingofolderpeople .

Treatingolderpeoplewithdignityandrespectinrelationtodeliveryofgoodsandservicescanbeassistedthroughthefollowingsimplemeasures:

• Treat Older Customers as IndividualsOlderpeoplewhoaretreatedwithdignityandrespectwillhavetheirindividualneedsandpreferencestakenintoaccount .Thiscouldbesomethingassimpleasaskingtheoldercustomerhowtheywouldliketobeaddressed .Itcouldbemorecomplexinvolvingthedevelopmentofaservicepackagethataddressestheidentifiedneedsoftheindividual .

• Include Older Customers in Decision MakingOldercustomerswhoaretreatedwithdignityandrespectwillbeaffordedaccesstodecision-makingopportunities .Theseopportunitiesshouldbebasedontheolderpersonbeingprovidedwithallthenecessaryinformationtoassistgooddecisionmaking .Theseopportunitiesshouldallowforrealchoices .Often,olderpeoplefindthemselvesexcludedfromthedecision-makingprocess,whetherinplanningservicesinageneralsense,orinidentifyingthebestoptionstomeettheirneeds .Oftentheyarenotprovidedwithappropriateoradequateinformation,anddecisionsaremadeontheirbehalf .


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• Communicate with Older Customers as EqualsAcommoncomplaintfromolderpeopleconcerns‘infantilising’behaviour–treatingolderpeopleasthoughtheywerechildren .Treatingoldercustomerswithdignityandrespectmeanstalkingtothemwithrespectandnottalkingdowntothem,orassumingthathelpandsupportisneededjustbecausetheyareolder .

• Use Non-Ageist LanguageEverydaylanguagecanoftencontaintermsorconveymeaningsthatareunintentionallyageist .Forexampletherearearangeoftermsusedtorefertoolderpeople .Thiscanreflectfalseassumptionsornegativestereotypes .Thetermolderpeopleispreferredbyolderpeoplethemselves .

• Prevent Harassment of Customers on the Basis of their AgeHarassmentofcustomersontheagegroundistheveryoppositeoftreatingoldercustomerswithdignityandrespect .HarassmentontheagegroundisprohibitedundertheEqualStatusActs(andundertheEmploymentEqualityActs) .Itcouldinvolvenamecallingorverbalabuseofthecustomerbecauseoftheirage .Organisationsshouldhavepoliciesinplacethatsetouttheircommitmenttoensuringnosexualharassmentorharassmenttakesplace .Theyshouldhaveproceduresinplacetodealwithanyincidentsofharassmentorsexualharassment .Thesepoliciesandproceduresshouldbedisseminatedanddiscussedwithallstaffwithtrainingprovidedonthisissue .

Thebenefitsoftreatingoldercustomerswithdignityandrespectinclude:

• Enhancingtheselfesteemofoldercustomers .

• Buildingconfidenceamongoldercustomersinthenatureandqualityof theserviceprovided .

• Improvingthequalityofcustomerservicebyensuringitsrelevanceto oldercustomers .

• Developingaloyalcustomerbaseamongolderpeople .

• AssistingincompliancewiththerequirementsoftheEqualStatusActs .

56% of 40-50 year olds think that as you get older you get less respect


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3. Consult with Older Customers

Consultationwitholdercustomersinvolvesadialoguethatgivesolderpeopleaspacetoexpresstheirneedsandwhattheywantfromtheserviceprovided,toevaluatetheextenttowhichcurrentserviceprovisionismeetingtheirneedsandpreferencesandtoshapethedesignofnewservicesanddeliverymethods .Oldercustomersareoftenexpectedto‘fitinto’existingservicesyet,whenasked,manyoldercustomershaveimaginativewaysofimprovingservicedesignandworkableideasforimprovingservicedelivery .

Consultationinvolvesatwowayprocess .Informationneedstoflowfromprovidersofgoodsandservicestoolderpeople .Olderpeopleinturnhaveawealthofknowledge,experienceandideaswhichcancontributetoamoredynamicandeffectiveserviceprovision .Dialoguewitholdercustomerscanbeorganisedthroughfacilitatedconsultationexercises,focusgroups,consumerpanels,customerfeedbacksessions,andlisteningsessions .Individualinterviews,forexample,areidealinthecaseofolderpeoplewhomaybehousebound,whilstgroupdiscussionsmayallowwiderparticipationlevelsatlesscost .

Consultationwitholderpeopledoesnotnecessarilyhavetobeaformalprocedure–simplyaskingtheoldercustomerinconversationhowtheyfindyourserviceprovision,ordotheyexperienceanydifficulties,canbehelpful .Thefeedbackshouldbeusedconstructivelytodevelopequalityandexcellenceinserviceprovision .

Itisimportanttoincludeolderpeople’sorganisationsintheconsultationprocess .Theseorganisationsholdawealthofinformation,expertiseandexperiencethatcanenhancetheconsultationprocess .Theyprovideavaluableforumwithinwhichtoengageolderpeople .Theyplayimportantadvocacyrolesinrelationtoolderpeopleandprovideavaluablespaceforolderpeopletoidentifyandarticulatetheirsharedconcernsandinterestsasolderpeople .

Say No To Ageism

For a free booklet please contact

The Equality Authority on

LoCall 1890 245 545 or www.equality.ie

Marking a decade of enhanced

Irish Equality Legislation

CARE


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When Consulting with Older Customers:

• Beclearaboutwhatyouwanttodiscuss,andprovideinformationin advancesothattheycanfullyparticipate

• Includerepresentative/supportgroupsandorganisationswhich championandsupporttheneedsofolderpeople

• Beclearaboutanyaspectsofanissueonwhichdecisionshave alreadybeentaken,soastoavoidwastingtime

• Provideinformationincleartermsandavoidtheuseofjargon

• ProvideinformationinaccessibleformatssuchasBraille,audiotapeor largeprintwhereitisknownthatthiswillbeneeded

• Providedetails(address,phone,e-mail,textphoneandfax)ofa contactpersonwhocanrespondtoqueries

• Giveasmuchnoticeaspossible

• Considerissuesaroundtimingandlocationoftheconsultation

• Thinkabouttransportmatters,forexampleparkingorhowpeoplewho donotdriveorcannottravelindependentlywillgettothevenue

• Offertopaytravelexpensesandproviderefreshments

• Rememberthatpeoplewhoattendaretherebecausetheyarekeento beinvolved,sobesupportive

• Providefeedbackaftertheevent

Thebenefitsofconsultingwitholdercustomersandtheirorganisationsinclude:

• Buildingtrustinservicesandinproviders .

• Promotingasenseofownershipofthegoodsandservices beingprovided .

• Creatingpositiverelationshipsbetweenolderpeopleandstaff .

• Generatingnewideas .

• Protectingindividual’srightsandguardingthemfromabuseorpoor treatment .

• Maximisingserviceuptake .

• Improvingtheeffectivenessandappropriatenessofservices .


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4. Age Proof Availability of Goods and Services

Ageproofingtheavailabilityofgoodsandservicesisanauditoftheprovisionofgoodsandservicestocheckforandeliminatebarriersthatprecludeordiminishtheavailabilityofthegoodsandservicestoolderpeople .

Thisauditofgoodsandservicesprovisionwillexamine:

Policies and PracticesTheauditwillexaminepoliciesandpracticestoeliminateanyareawhereolderpeoplemaybeexcludedoradverselyaffected .Thiscouldcheckforanyexplicitagelimitsetdown .Itcouldidentifymoreindirectexclusionsbasedonrequirementsorprovisionswhicholderpeoplewouldfinddifficulttocomplywith,suchasaservicethatisavailabletopeopleinemploymentbutexcludesolderretiredindividuals .

Service Delivery StructuresTheauditwillexamineservicedeliverystructurestoensureolderpeoplehavethesameaccesstogoodsandserviceprovisionasothersinsociety .Thiscouldincludeexaminingareassuchashoursofavailability(aserviceprovidedintheeveningmayadverselyaffectanolderpersonreliantonpublictransport),complicatedapplicationprocesses,ordispersalofinformationandservicesacrossarangeofdepartmentsmakingitdifficultforolderpeople,andindeedothers,toaccess .

Information Material UsedTheauditwillexamineinformationmaterialtoensurethatanawarenessofentitlementtogoodsandservicesforolderpeopleisnotadverselyaffectedbytheuseofjargon,oralackofinformationprovisioninplainandsimplelanguage .

Decision Making ProcessesTheauditwillexaminedecisionmakingprocessesinthedeliveryofservicestoensurethatolderpeoplearenotexcludedfromgoodsorservicesbasedondiscretionarydecisionsofstaff,andthattheyareprovidedwithadequateandappropriateinformationwhichwouldallowthemtomakeaninformedchoice .

Thebenefitsofageproofingtheavailabilityofgoodsandservicesincludes:

• inclusivedesignofserviceprovisionforallcustomers

• thedevelopmentofdeliverymechanismsforservicesandgoodsthat maximisetheirefficiencyandtheiravailabilitytoolderpeople

• eliminatingpracticesthatexcludeolderpeoplefromthegoodsand servicesbeingprovidedandthatthereforediminishthepotential benefitfromthesegoodsandservicestoolderpeople .


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5. Ensure Goods and Service are Accessible

Physicalinfrastructure,transportservicesandfinancialconstraintscanlimitorblockaccessforolderpeopletogoodsandservices .Someoftheseissuesareoutsideofthedirectcontrolofprovidersofgoodsandservices .Howeverstepscanbetakentomitigateorlimittheirimpact .

Physicalinfrastructurecanpresentsignificantobstaclesforsomeolderpeopleseekingtoaccessgoodsandservices .Thisisparticularlytrueforolderpeoplewithdisabilities .TheEqualStatusActscontainabroaddefinitionofthedisabilitygroundandrequireprovidersofgoodsandservicestomakereasonableaccommodationforpeoplewithdisabilitiessubjecttoanominalcostexemption .Actionstobetakencouldinclude:

• Assessthephysicalinfrastructureandconsultwitholdercustomers toidentifyobstaclestotheuseofandaccesstogoodsandservices .

• Developactionstoeliminatetheseobstaclesseekingexpertadvice wherenecessary .

Transportforolderpeoplewithnoindependentmeansoftransportcanbeasignificantproblem .Thisisparticularlytrueforolderpeoplewholiveinruralareas .Actionstobetakencouldinclude:

• Ensurethatthetimingofappointmentsforservicesandthehoursthat servicesareavailabletosuitolderpeoplewhoareusingavailable publictransport .

• Providehomebasedserviceswhereappropriatesuchasshop deliveries,chiropodyservicesormobilehairdressingunits .

• Developlinkswithotherserviceproviderstosupporttransportschemes foroldercustomers .

Thelackoffinancecanimpedeolderpeoplelivinginpovertyfromaccessinggoodsandservices .Actionstobetakencouldinclude:

• Introducediscountratesor‘earlybird’specialofferswherethereis relativelylowuptakebyolderpeople .

Thebenefitsofaddressingobstaclestoaccessforolderpeopleinclude:

• Enhanceduptakeofgoodsandservicesbyolderpeople .

• Enhancedaccessibilityofgoodsandservicesforothergroupsof customersthatfacesimilarobstacles .

6. Provide User Friendly Information

Accurate,relevantandaccessibleinformationonthegoodsandservicesavailableandonhowtoobtainthesegoodsandservices,willsupporttheiruptakebyolderpeople .Thereareanumberofsimple,yethighlyeffectivewaysinwhichprovidersofgoodsandservicescandevelopuser-friendlyandappropriateinformation,tomeettheneedsofoldercustomers .Theseinclude:


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• Consultationwitholdercustomerstoidentifythetypeandlevelof informationandadviceneeded .

• Involvementofoldercustomersinthepreparationoftheinformation material,checkingforaccuracy,appropriatenessandanyabsenceof informationthatwasneededorrequested .

• Involvementofoldercustomersinidentifyingsolutionstoany shortcomingsininformationprovision .

• Provisionofmaterialsinavarietyofformatssuchaslargetext, audio-tape,telephoneandfacetofacecontact .

• Trainingofstafftoensureanawarenessofthefullrangeofinformation materialsavailableandtosupportfacetofaceinformationdissemination .

• Widespreaddisseminationofinformationtowhereolderpeoplelive theirlivesdaytoday .

• Usingimageryandlanguageininformationmaterialsthatreflectsthe diversityofagegroupstargetedintheprovisionofgoodsandservices .

• Disseminatinginformationthrougholderpeople’sorganisations,citizens informationcentres,postoffices,librariesandotherservicesusedby olderpeople .

Itisimportanttoensurethatinformationmaterialsare:

• Comprehensiveandcoverallavailablechoices .

• Inclear,simplelanguagesettingoutmaineligibilitycriteria,and avoidingtheuseofjargon,complexterminologyorabbreviations .

• Freelyavailabletoolderpeople,families,carersandorganisationswho providesupportorassistancetoolderpeople .

Thebenefitsthatflowfromuserfriendlyinformationprovisioninclude:

• Supporttoolderpeopleinmakinginformedchoices .

• Enhancedaccessforolderpeopletorelevantgoodsandservices .

• Developmentofaninformationstrategythatisaccessibletogroups experiencinginequalityotherthanolderpeople .

• Makingreasonableaccommodationforcustomerswithdisabilitiesas requiredbyequalitylegislation .

7. Provide Advocacy Supports

Advocacyisaboutspeakingupforoneselforonbehalfofsomeoneelse,accordingtotheirneedsandwishes .Advocacyreferstotheprovisionofindependent support, advice and guidance to older customerstoensurethattheyreceivethelevelofinformationrequiredtoadequatelymeettheirneedsandthattheyareenabledtomakerealchoices .

Advocacysupportscantakedifferentformsincluding:

• Recruitingoridentifyingastaffmembertoprovideadvocacysupports tooldercustomers .


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• Fundingorganisationsofolderpeopletoplayadvocacyroleswith individualoldercustomersoronbehalfofolderpeoplemoregenerally .

• Providinginformationthatisappropriateandadequatetosupport selfadvocacy .

Thereareanumberofgoodpracticeprincipleswhichareimportantindevelopingadvocacysupportsforoldercustomerstheseinclude:

• Effectiveadvocacydependsondevelopingtrustandunderstanding betweentheadvocateandtheoldercustomer .

• Advocacysupportneedsaco-ordinatorwhoensuresthatadvocates aretrained,supported,andwellmatchedtotheoldercustomerswith whomtheywillbeworking .

• Effectivecommunicationwithstaffisessentialsothattheroleofthe advocateisunderstoodandaccepted .

• Theadvocateshouldbeasindependentaspossibleandtheirpriority shouldbeonsupportingtheoldercustomer .

Thebenefitsinprovidingadvocacysupportswherenecessarytooldercustomersinclude:

• Supportinginformeddecisionmakingbyolderpeople .

• Ensuringthevoiceofolderpeopleisheardinthedesignanddelivery ofgoodsandservices .

• Enhancingtheefficiencyandeffectivenessofgoodsandservicesfor allagegroups .

8. Targeting of Older Customers

Targetinginvolvesthedevelopmentofgoodsandservicesspecificallytomeettheparticularneedsofolderpeople .Targetingisaformofpositiveaction .Positiveactionisallowedundertheequalitylegislationtopromoteequalityofopportunityfordisadvantagedpersonsandtocaterforthespecialneedsofpersonsoracategoryofpersonswhobecauseoftheircircumstance,mayrequirefacilities,arrangements,servicesorassistance .Itcanaddress:

• Particulardisadvantagesexperiencedbyolderpeopleduetoahistory ofageismandagediscrimination .

• Needsthatarespecifictoolderpeopleintermsoftheirparticular identity,experienceorsituation .

• Thechangenecessaryinthegeneralprovisionofgoodsandservices toensureolderpeopleareadequatelyincludedinthisprovision .

Targetingcaninvolve:

• Thedesignanddeliveryofservicesspecificallytoolderpeople .

• Theorganisationofthedeliveryofservicesinamannerthatspecifically addressestheneedsofolderpeople .


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• Providingresourcestoolderpeople’sorganisationstosupporttheir rolesofadvocacy,ofparticipationindecision-makingandofservice provision .

Thebenefitsoftargetinginclude:

• Enhancedindependenceforolderpeoplewheretheirneedsaremet withintheirlocalcommunities .

• Enhancedequalityforolderpeoplewhereimbalancesinresourcesand participationbetweenolderpeopleandothergroupsareaddressed .

9. Employment of Older People

Theemploymentofolderpeopleisimportantinitsownright .However,thepresenceandparticipationofolderstaffcanenhancetherelevance,attractivenessandaccessibilityofgoodsandservicestooldercustomers .

Actioncanbetakentosupporttherecruitmentandretentionofolderworkers .TheEmploymentEqualityActsprotecttherightsofworkersover65andallowpositiveactiontosupportfullequalityinpracticeonallninegroundsincludingforolderworkers .

Initiativestosupporttherecruitmentandretentionofolderworkerscouldinclude:

• Providingflexibleworkingarrangementsthatfacilitateolderworkers toshapetheirhoursofworkandthenatureoftheirjobtosuittheir particularcircumstancesandaspirations .

• Providingtrainingtosupportolderworkerstofurtherdeveloptheir knowledgeandskillstoplaynewroleswithintheorganisation .

• Developingarecruitmentstrategytotargetolderworkersandto addresstheparticularbarrierstheyexperienceinseekingtoreturn towork .

Thebenefitsthatflowfromtherecruitmentandretentionofolderworkersinclude:

• Accesstoavaluablesourceofemployees .

• Achievingthebusinessbenefitsofamixedageworkforce,which includeimprovedmotivationandcommitmentandreducedturnover andabsenteeism .

• Astaffmixthatreflectstheagediversityinthecustomerbase .

69% of 30-40 year olds think that society treats older people worse than young people


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FURTHER READING

The following publications are available from the Equality Authority:

• InformationbookletonEqualStatusActs2000to2008

• InformationbookletonEmploymentEqualityActs1998and2008

• ImplementingEqualityforOlderPeople

• GuidelinesonEqualityandDiversityTraininginEnterprises

• CodeofPracticeonSexualHarassmentandHarassmentin theworkplace

• GuidelinesonEmploymentEqualityPoliciesinEnterprises

• ReasonableAccommodationforPeoplewithDisabilitiesintheProvision ofGoodsandServices

• EqualityImpactAssessments:InitialGuidelinesforCityandCounty DevelopmentBoards

Useful publications:

• PerceptionsofAgeisminHealthandSocialServicesinIreland(2005)

• PlanningforanAgeingSociety:StrategicConsiderations(2005)

• FromAgeismtoAgeEquality:AddressingtheChallenges(2005) (withtheEqualityAuthority&theHealthServicesExecutive)

Further information of interest:

• EqualityPoliciesforOlderPeople:ImplementationIssues .NESFForum ReportNo .29July2003

• Agewise:Age,Equality&You–AnEqualityTrainingInitiativefrom Age&Opportunity .Furtherinformationavailableatwww .olderinireland .ie

• OlderPeopleShapingPolicy&PracticefromtheJosephRowntree Foundation(2004)availableatwww .jrf .org .uk


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USEFUL ORGANISATIONS

Equality Authority,2ClonmelStreet,Dublin2(01)4173333&BirchgroveHouse,Roscrea,Co .Tipperary .LoCall:1890245545info@equality .ie

Age Action Ireland,30-31LowerCamdenStreet,Dublin2 .(01)4756989info@ageaction .ie

Age & Opportunity,MarinoInstituteofEducation,GriffithAve,Dublin9 .(01)8057734info@olderinireland .ie

Alzheimer Society of Ireland,AlzheimerHouse,43NorthumberlandAve,DunLaoire,Co .Dublin .(01)2846616or1800341341info@alzheimer .ie

Federation of Active Retirement Associations,ShamrockChambers,1-2EustaceStreet,Dublin2 .(01)6792142fara@eircom .net

Irish Senior Citizens Parliament,90FairviewStrand,Dublin3 .(01)8561243info@seniors .iol .ie

Muintir na Tíre,CanonHayesHouse,Tipperary .(062)51163muintirtipp@eircom .net

National Federation of Pensioners Associations,17KilworthRoad,Drimnagh,Dublin12 .(01)4551093

Older Womens Network,SeniorHouse,AllHallows,GraceparkRoad,Drumcondra,Dublin9 .(01)8844536info@ownireland@eircom .net

Retirement Planning Council of Ireland,27-29LowerPembrokeStreet,Dublin2 .(01)6613139info@rpc .ie

The Senior Helpline,1850440444,TheThirdAgeCentre,Summerhill,CountyMeath .info@thirdage-ireland .com


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Marking a decade of enhanced Irish Equality Legislation

The Equality Authority

Roscrea officeBirchgrove House, Roscrea, Co. Tipperary,Ireland.

Public Information Centre Lo Call: 1890 245 545Business queries: 0505 24126Fax: 0505 22388

Email: [email protected]

Dublin office 2 Clonmel Street, Dublin 2,Ireland.

Tel: (01) 417 3333 Business queries: (01) 417 3336Text phone: (01) 417 3385

Web: www.equality.ie

EUROPEAN SOCIAL FUND

Investing in your future

towards age friendly provision of goods & services consider acknowledge respect … · 2017....

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