“Jockey Club Age-friendly Co-creation Project” officially launched, four strategies to help multiple sectors build an age-friendly city
As Hong Kong’s population ages at an unprecedented rate, how can challenges be transformed into opportunities? Today, the Research Centre for Gerontology and Family Studies (the Centre) at The Hong Kong Polytechnic University (PolyU) hosted the launch ceremony of the “Jockey Club Age-friendly Co-creation Project” (the Project). Supported by The Hong Kong Jockey Club Charities Trust (The Trust), the event brought together government officials, academics, and sectors leaders to explore how age-friendly measures can enhance the quality of life for the ageing adults (50+) while unleashing the potential of the silver economy, paving the way for an “Age-friendly city.”
During the ceremony, the Centre unveiled groundbreaking research findings, demonstrating that age-friendly measures can increase ageing adults’ spending willingness by an impressive 146%. This revelation provides businesses with critical insights to foster age-friendly communities, highlighting the dual benefits of social responsibility and economic growth.
Distinguished guests attending the launch ceremony included Dr the Hon LAM Ching-choi, SBS, JP, Member of the Executive Council of the HKSAR Government and Chairman of the Advisory Committee of the Centre; Mr HO Kai-ming, JP, Under Secretary for Labour and Welfare of the HKSAR Government; Ms Annie NG, Senior Manager, Charities, The Hong Kong Jockey Club; Prof. Miranda LOU, PolyU Executive Vice President; Dr Laura LO, PolyU Associate Vice President (Institutional Advancement); Prof. Eric CHUI Wing-hong, Chair Professor and Head of the PolyU Department of Applied Social Sciences; Dr Pun Zee Pamsy HUI, Senior Lecturer and Associate Head of the PolyU Department of Management and Marketing; and Prof. BAI Xue, Professor of the PolyU Department of Applied Social Sciences; Director of the Research Centre for Gerontology and Family Studies; and Project Leader of the Project.
Building an Age-friendly City Together
Prof. Miranda Lou expressed gratitude to The Trust for its support, enabling the Centre to host the Project and inject fresh momentum into Hong Kong’s age-friendly development. Leveraging academic expertise, PolyU will transfer research findings into actionable solutions through four key strategies — Engage and Understand, Build Capacity, Recognise, and Sustain Efforts — encouraging stakeholders to integrate age-friendly elements into their services and operations.
Latest Research Findings: Age-friendly Measures Significantly Boost Ageing Adults’ Spending Willingness
Prof. Bai Xue and Dr LIU Mengyu, Research Assistant Professor of the Centre, unveiled the latest research findings.
Prof. Bai explained, “To better understand the ageing adults’ satisfaction with age-friendly business (AFB) and their spending patterns, the Centre employed a survey experiment approach, simulating various consumption scenarios to assess responses to different age-friendly measures.” The study drew on the Centre’s longitudinal database, incorporating a dedicated module on age-friendly business to explore their impact on spending willingness and their associations with health and well-being.
The research included in-depth interviews with over 20 local and international companies and industry associations across sectors such as catering, retail, property management, public transport, technology, and social enterprises. Insights were gathered from mid-to-senior management, decision-makers, and frontline staff, complemented by telephone survey data from 3,000 Hong Kong residents aged 50 and above.
The study found that the ageing adults' satisfaction with local age-friendly business measures remains low, with satisfaction levels generally below 25%, indicating substantial room for improvement in addressing the needs of an ageing society.
The findings revealed that improvements in the physical environment, staff and personnel, marketing and information, and products and services can increase ageing adults' spending willingness by 13.8% to 39.8%. Friendly staff attitudes had the most significant impact, boosting spending willingness by nearly 40% (39.8%). When all four measures were combined, spending willingness surged by up to 146%, highlighting a strong effect of AFB on consumer behavior.
Prof. Bai emphasised, “Age-friendly Business is not just a social responsibility but also a sustainable development opportunity. This Project aims to make Hong Kong a more inclusive and happier city while realising long-term growth of the silver market and boosting social benefits.
Four Strategies to Co-create an Age-friendly Future
To help businesses transfer research into actionable practices, the Project will adopt four key strategies — Engage and Understand, Build Capacity, Recognise, and Sustain Efforts. The “Age-friendly Business Capacity Building Programme” will offer tailored training for the retail, shopping mall, and catering sectors, covering four themes: physical environment, staff and personnel, marketing and information, and products and services. Through training seminars, experiential learning labs, and co-creation workshops, participants will gain a deeper understanding of ageing adults' needs and learn to integrate age-friendly concepts into daily operations, developing measures which are more convenient for the community-dwelling ageing adults.
“Jockey Club Age-friendly City Partnership Scheme” Now Open for Applications
To encourage more businesses and organisations to participate, the Project organises the “Jockey Club Age-friendly City Partnership Scheme 2024/2025” with multiple special awards, including Age-friendly Employer Award, Age-friendly Facilities Award, Age-friendly Innovation Award, Age-friendly Collaborator Award, Our City’s Story Award, and My Favourite City Partnership Scheme Award (determined by public voting and judging panel assessment). These awards recognise companies or organisations with outstanding contributions to promoting age-friendly culture and the Scheme is now open for application.
Companies and organisations implementing age-friendly practice, or offering a product or service that caters to the needs of ageing adults are invited to submit their applications by 11 April 2025. For details, please visit the Project’s website: https://jccitypartnership.hk.
Prof. Bai Xue (left) and Dr Liu Mengyu (right), Research Assistant Professor of the PolyU Department of Applied Social Sciences unveiled the latest research findings. The study showed that age-friendly business measures can increase spending willingness of ageing adults, providing valuable insights for the industry.
The audience focused intently on the Centre’s latest research findings, gaining an in-depth understanding of how age-friendly measures impact the spending willingness of ageing adults.
The launch ceremony of the “Jockey Club Age-friendly Co-creation Project” was successfully held. Guests from the government, academia, business and social welfare sectors gathered to witness this significant moment and pledged to collaborate in promoting age-friendly policies and measures to create a better life for the ageing adults in Hong Kong.
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About the “Jockey Club Age-friendly Co-creation Project”
Hong Kong’s rapidly ageing population has led to a growing demand for age-friendly measures, products, and services tailored to older adults. In the 2024 Policy Address, the Hong Kong Special Administrative Region (HKSAR) Government emphasised the importance of promoting diverse products and services to meet the needs of the silver market, reaffirming its commitment to building an age-friendly city. In response, The Hong Kong Jockey Club Charities Trust has generously funded the “Jockey Club Age-friendly Co-creation Project”, organised by The Hong Kong Polytechnic University’s Research Centre for Gerontology and Family Studies. The Project aims to transfer academic theories and research findings into actionable solutions, advancing age-friendly measures through four key strategies — Engage and Understand, Build Capacity, Recognise, and Sustain Efforts. Key components include the organization of “Age-friendly Business Capacity Building Programme” and “Jockey Club Age-friendly City Partnership Scheme”.
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