For businesses
Keep your older customers loyal. Protect them from the fraud that uses your brand.
Every day someone impersonates a bank, an energy company or a supermarket to scam an older person. Your business can be the one that teaches them to defend themselves. In your spaces, with your brand and with measured results.
Why it pays off
The double return: reputation you can prove and customers who stay.
Older people are your highest-value, lowest-churn customers. They're also the first victims of the fraud that impersonates your brand: every scam in your name erodes trust that took decades to build.
Conecta Mayores turns that risk into a visible commitment: in-person workshops in your offices, shops or branches, delivered by educators from Fundación Gesmed, with your brand beside the people who need it most.
- Measurable reputation.An impact report with an SDG and GRI framework, ready for your sustainability statement and your CSRD reporting.
- Real loyalty.A dashboard that connects the programme with the retention signals of your older customers.
- A third-party endorsement.The seal is certified by a specialist foundation, not by your own advertising department.
- A true story.A feature, a video and press releases about something that really happened in your spaces.
Three ways to do it
Start small. Grow when you see it working.
The pilot that proves it
Try the programme in one to three sites, without committing your whole network.
- A full cycle of eight workshops with educators from the Foundation
- Materials and a campaign with your brand
- Impact report + Older-People-Friendly Business seal
- A feature, a short video and a press release
The roll-out across your network
Several cycles across your network of sites, with your staff involved.
- Everything in the pilot, multiplied across your network
- A professional brand video
- Corporate volunteering: your team as digital ambassadors
- An impact and loyalty dashboard + award nominations
The year-round commitment
Caring for older people as part of your identity, all year round.
- Continuous cycles, rotating across areas
- Regular content and press coverage
- An annual impact report for your sustainability report
- An annual observatory with your brand as host
Every programme is sized to your network, your sector and your goals. The conversation starts with what you want to achieve, not with a catalogue.
The journey
From the first call to the seal, in four steps.
We talk
Thirty minutes to understand your network, your customers and where you are.
We design the pilot
Sites, dates, sign-ups and materials with your brand. All ready to start.
We deliver and measure
Eight face-to-face workshops, with a before-and-after survey and a feature on the cycle.
Report and seal
Verified results, a report for your statement and the Fundación Gesmed seal.
The phase that multiplies
The programme doesn't end. It multiplies.
Those who finish the cycle can take one more step: train, get certified and go on teaching in your own spaces. With materials, accreditation and the teacher alongside them.
They learn
They complete the eight workshops. The teacher spots those with the confidence and the appetite to teach: ten or twelve candidates per edition.
They get certified
Two train-the-trainer sessions and a Customer Guide diploma, signed by your company and Fundación Gesmed, awarded at a public event.
They teach
Sessions in your own branches or stores, with their kit: a step-by-step teaching guide, accreditation and an identifying polo shirt. And the teacher beside them, as their mentor.
“The best person to teach an older person is another older person who has just learned.”
A year on, a reinforcement visit and a fresh measurement: the network keeps teaching long after the programme has ended.
The opportunity
No company in your sector is doing this. Be the first.
There's no programme like this in Spain: in-person workshops + knowledge from a European project + a foundation's seal + measured impact. Whoever gets there first doesn't just take part in the conversation about caring for older customers: they define it.
The first step is small and reversible: a contained pilot, in your spaces, with results on the table in a few months.
Where are the workshops held?
In your spaces: offices, shops, branches or customer classrooms. Older people learn where they already feel at ease, and your brand is present in every session.
Who delivers them?
Educators from Fundación Gesmed, specialists in active ageing, coordinated by Imedes. Your team can join in as corporate volunteers.
What does my leadership team receive?
An impact report with independent before-and-after measurement, an SDG and GRI fit for the sustainability statement, and the Foundation's seal, valid for a year.
How much does it cost?
It depends on the scope: number of sites, cycles and level of commitment. Tell us about your case and we'll prepare a tailored proposal within a few days, with no obligation.
Let's talk
Tell us about your case.
Fill in the form and we'll reply within two working days with a suggested conversation. No mailing lists, no chasing.