Retailing and Older Adults

With the majority of older adults staying in their single-family home for at least ten years after retirement, home modifications are promoted to them. These include sit-to-work areas in the kitchen, adjustable-height work surfaces, single-lever faucet control, bathroom grab bars, movable shower heads, beds that can easily be adjusted at the touch of a button, and door knobs and light switches that require little hand dexterity.

Communities, often with residential living arrangements such as retirement apartments, have been designed and marketed specifically to older adults. The retail housing industry offers many alternatives to older adults, including independent living, assisted living, and nursing homes. Services such as housekeeping, meal preparation, transportation, and home maintenance may be included. These facilities are promoted in magazines, newspapers, and radio and television advertisements as well as Internet sites. Most of these advertisements invite the older consumer to live luxuriously by using promotional phrases such as ‘‘spectacular community center,’’ ‘‘stimulating activities and outings’’ and ‘‘spacious one- and two-bedroom apartment-homes.’’