Age-friendly branding: a definition, review and framework for inclusivity

Purpose This paper aims to introduce age-friendly branding as a strategic business concept and develops the Institutional Age-Friendly Branding (IAFB) Framework – a theoretical model explaining how institutional pressures drive inclusive business practices for older adults. Design/methodology/approach This multi-method study addresses four research questions using three complementary approaches: systematic review of academic literature across 47 databases, archival analysis of 59 Canadian grey literature sources and institutional document analysis of 77 global age-friendly business reports. Data analysis utilized institutional theory to identify pressure mechanisms and implementation patterns. Findings Three institutional pressures drive age-friendly branding adoption: coercive pressures from regulatory mandates, mimetic pressures from emulating successful models and normative pressures from evolving professional standards. The IAFB Framework operationalizes these through five core strategies: improving physical environments, optimizing service experiences, improving digital accessibility, adapting products and packaging and designing inclusive communication. Research limitations/implications The Canadian focus of grey literature may limit generalizability. The analysis relies primarily on organizational documents rather than direct stakeholder input. Future research should empirically test the framework across varied cultural contexts and integrate older adults’ perspectives. Practical implications The framework provides systematic guidance for businesses implementing age-friendly practices and enables policymakers to develop certification programs and regulatory frameworks. Social implications Age-friendly branding promotes social inclusion, reduces ageism, and supports healthy aging while benefiting all customers through universal design principles. Originality/value To the best of the authors’ knowledge, this study introduces age-friendly branding as a distinct construct, develops the first comprehensive IAFB Framework for systematic business implementation and provides the first institutional theory analysis of age-friendly business practices.