FORMER Fianna Fail minister Mary O'Rourke and Senator Feargal Quinn are the faces behind a new age-friendly business recognition scheme.
The scheme, by the Ageing Well Network, will encourage businesses to tap into the sizeable over 60s market by improving the customer experience for older people and increase their revenue.
Ireland's over 50s have a declared annual income of over €6.5bn and older customers will double in number in the next 30 years.
"There's nothing I hate more than people in shops calling me dear, I find it so patronising," said Mary O'Rourke.
"I think a lot of businesses don't understand older people's needs or how to attract their custom.
"I always go back to the shops where I get the best service and where staff are sensitive to my needs."