Starbucks has opened a new café staffed entirely by senior citizens in Mexico City, teaming up with the National Institute for the Elderly (INAPAM) to promote a programme of labour inclusion. To accommodate the special needs of its older employees, Starbucks adapted its outlets, making sure branches are one floor, and lowering the shelves. The senior staff enjoy additional benefits to those provided to younger employees, such as two days off, a working day of 6.5 hours, and health insurance that covers their medical needs.
“According to 2017 data from the INEGI, Mexico is home to 12 million senior citizens, which represents 10.5% of the national population. Companies are starting to see the benefits of targeting seniors with employment opportunities and services that will help them get the financial or emotional support they need. Singapore’s National Library Board, for example, is to launch a suite of digital readiness services targeted at adults and seniors. While Chinese online shopping platform Taobao has posted a job vacancy online to recruit over-60s influencers, who will be responsible for assessing new products aimed at middle-aged and senior consumers.”
Trends Analyst, Latin America