Most people start to really worry about their older relatives when they hit a crisis, but so much can be done to alleviate crises when they do hit by planning ahead. And businesses can help families of older people and older people to plan ahead whilst they are still fit and well and profit from it as a result. If companies can persuade people to think ahead on areas such as funding care, wills, trusts and power of attorney, as well as housing options, it will not only benefit them, but also their customers. People plan ahead for schooling, partnerships, work decisions as a matter of course, but shy away from dealing with issues relating to the latter part of their lives, but they need to be persuaded that planning ahead in middle age will lead to a calmer old age. What is your business doing to make these issues relevant to this target audience and to get them to act on your advice? How thought-provoking are you being with your marketing and sales campaigns? Are your products and services being placed in the context of their current lifestyles and those they might like to have as they age? If not, you need to do so.
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