Business Owner’s Guide to Older Adult Accessibility

Key takeaways

• Changes in hearing, sight, and mobility are common as we age and can make visiting businesses more challenging. 
• Older adults are expected to make up 21.6% of the population by 2040.
• Approximately 12.1% of Americans face mobility challenges, while 6.1% have hearing impairment, and visual problems impact 4.8%. 
• Americans with Disabilities Act (ADA) standards can help businesses address parking, restrooms, and accessible routes for those navigating with mobility aids. 
• Creating a safe and welcoming environment for people with hearing, visual, and mobility challenges can boost customer satisfaction, reduce injury risk, and foster repeat business. 

Owning a business is a big job, and a part of your responsibility is to ensure you’re providing an inclusive, accessible environment. People with mobility, cognition, hearing, or vision issues may have experienced the challenges that can come just from dining in a favorite restaurant or shopping at a store—especially if a business isn’t in compliance with the Americans with Disabilities Act (ADA). ^[1]U.S. Access Board. Americans with Disabilities Act. Accessibility Standards. Found on the internet at https://www.access-board.gov/ada

“The restaurant or business should be a barrier-free environment,” said Ashley McGrath, owner of several restaurants in the area of Tidewater, Virginia. “This would include doors that open easily, dining floor plans that are easy to navigate, and ADA-compliant dining tables and bathrooms. If you’re opening a new business building, inspectors will assist you with items you may have missed.”
The ADA outlines accessibility standards for public, commercial, and government facilities. Businesses with more than 15 employees are required to comply with ADA requirements, and noncompliance can result in fines, penalties, and lawsuits. ^[2]U.S. Equal Employment Opportunity Commission. The ADA: Your Responsibilities as an Employer. Found on the internet at https://www.eeoc.gov/publications/ada-your-responsibilities-employer

Accessibility and older adults

Hearing loss

Hearing loss impacts 48 million Americans, and 6.1% of older adults are either deaf or have hearing impairment. Picking up on auditory cues can be especially difficult when navigating a crowded establishment or conversing in a noisy environment. Business owners can improve the experience of customers with hearing loss by offering quiet seating areas that allow people to sit across from one another.

Vision impairment

Many older adults also have some form of visual impairment. In fact, an estimated 4.8% of adults in the United States have vision problems. As a business owner, you can support these customers by addressing potential challenges, like dim lighting and hard-to-read signage.

Mobility

About 12% of adults have some difficulty with mobility, like walking or climbing stairs. Older adults often experience changes in walking, balance, and strength that decrease their mobility. ^[3]National Institute on Aging. Maintaining Mobility and Preventing Disability Are Key to Living Independently As We Age. Nov. 30, 2020. Found on the internet at https://www.nia.nih.gov/news/maintaining-mobility-and-preventing-disability-are-key-living-independently-we-age Christopher Norman, a geriatric nurse practitioner based in New York state, said: “As we age, the space between our vertebrae (spine bones) gets thinner, which causes exaggeration in the curvature of the spine—that ‘stooped’ posture that many think of with aging. This spinal change causes the center of balance to shift forward a few inches (sometimes more), which creates this imbalance. It’s why walkers [and] assistive devices can be so helpful for some older folks.”

More than one in four older adults fall every year in the United States. A comprehensive accessibility plan should consider and address the needs of these customers. Creating a safe and welcoming environment for patrons with hearing, visual, and mobility challenges can improve customer satisfaction, reduce injury liability, and foster repeat business. 

ADA accessibility requirements

The Americans with Disabilities Act is a civil rights law introduced in 1990. ^[4]ADA National Network. What Is the Americans with Disabilities Act (ADA)? Updated November 2023. Found on the internet at https://adata.org/learn-about-ada The purpose of the ADA is to ensure people with disabilities have equal access to public facilities, transportation, government services, and telecommunications. All businesses that are open to the public, including nonprofit organizations, must be ADA-compliant. ^[5]ADA.gov. Businesses That Are Open to the Public. Found on the internet at https://www.ada.gov/topics/title-iii Examples include:

• Restaurants
• Hotels
• Motels
• Shopping centers and stores
• Movie theaters
• Private schools and housing
• Daycare centers
• Gyms
• Private transit, like airport and hotel shuttles
• Doctor offices
• Private hospitals

Businesses should refer to the ADA Checklist for Existing Facilities to check for compliance and plan for any necessary changes. ^[6]ADAchecklist.org. ADA Checklist for Existing Facilities. 2016. Found on the internet at https://adachecklist.org/doc/fullchecklist/ada-checklist.pdf Focus on these priorities defined by the ADA:

• Accessible approach and entrance to your business
• Access to the goods and services provided by your business
• Access to your public restrooms 
• Access to water fountains or other amenities provided by your business

Business owners must address any barriers to access in any of these categories. Removal of architectural obstacles should be completed when it is “readily achievable” to do so, which is defined by the ADA as when it is “easily accomplishable and able to be carried out without much difficulty or expense.” ^[7]ADA National Network. What Does the Term “Readily Achievable” Mean? November 2023. Found on the internet at https://adata.org/faq/what-does-term-readily-achievable-mean Business owners must reevaluate their ability to complete barrier removal as their finances change. If you’re found in violation of ADA guidelines, you can face civil monetary penalties from $55,000–$75,000 for the first offense and up to $150,000 for subsequent violations. ^[8]ADA.gov. Civil Monetary Penalties Inflation Adjustment Under Title III. Found on the internet at https://archive.ada.gov/civil_penalties_2014.htm The Department of Justice (DOJ) enforces the ADA through lawsuits and settlements when violations are identified. People can file complaints directly with the DOJ online, by mail, or by fax. ^[9]ADA.gov. File a Complaint. Found on the internet at https://www.ada.gov/file-a-complaint

Parking and entrances

For your business to succeed, customers must have access, and parking is an important consideration. ADA regulations for accessible parking design state parking spaces must be at least 8 feet wide, increasing to 11 feet wide for van-accessible parking. ^[10]ADA National Network. Accessible Parking. 2017. Found on the internet at https://adata.org/factsheet/parking The access aisles between parking spaces should be a minimum of 5 feet wide. Overall, the parking area must be free from obstructions and be in good repair. Follow this checklist to evaluate your parking and entrance: ^[11]ADA.gov. Maintaining Accessible Features in Retail Establishments. June 2009. Found on the internet at https://archive.ada.gov/business/retail_access.htm

• Parking spaces, access aisles, ramps, and routes into the business should be free of obstacles. Maintenance should include regular removal of shopping carts, gravel, sand, mud, and leaves.
• Signs for accessible parking areas must be legible and easily seen from the traffic lanes. Signposts should follow ADA requirements for placement at least 5 feet above the parking surface.
• An accessible route leading to the business should be at least 3 feet wide and free from any obstacles and trip hazards. 
• Surfaces of the parking area and an accessible route into the business must be free of large cracks and broken or raised areas. If found, these should be repaired as soon as possible. 
• Directional signs should be visible for alternative, accessible routes into the business. Accessible entrances and exits should remain unlocked during business hours, even if they are not the main entrance. 
• Accessible entrance doors should be at least 32 inches wide. ^[12]U.S. Access Board. Guide to the ADA Accessibility Standards. Found on the internet at https://www.access-board.gov/ada/guides/chapter-4-entrances-doors-and-gates Doors should open freely and without obstructions, like merchandise, seating, or vending machines.
• Ramps should be a minimum of 3 feet wide and constructed following the requirements in the ADA Standards for Accessible Design. ^[13]U.S. Access Board. Guide to the ADA Accessibility Standards. Found on the internet at https://www.access-board.gov/ada/guides/chapter-4-ramps-and-curb-ramps/

If any of the above requirements are not met, you should address this as soon as possible. Making your business parking and entranceway accessible provides a welcoming environment for all customers.

Floor plan navigation

When designing the layout of your business, make sure it’s accessible for people with assistive devices, like wheelchairs, walkers, or canes. Keep in mind these guidelines from the ADA Checklist for Existing Facilities:

• Aisles should be at least 36 inches wide and maintained. Flooring should be slip-resistant, stable, and firm. 
• Designated accessible checkout aisles must be at least 36 inches wide, and counters should be no higher than 38 inches above the floor. Clear signage with the international symbol of accessibility should be placed at each accessible aisle. 
• Dining or workspace surfaces should be at least 28 inches above the floor and no higher than 34 inches. Pathways leading to the dining area should be at least 36 inches wide. A minimum space of 30 inches by 48 inches should be in front of the dining or workspace surface.
• Ensure spacing of at least 27 inches above the floor to the bottom of the dining or workspace surface and at least 30 inches of width between the support structure of the surface for knee clearance. If the space is for children, it may be 24 inches above the floor. 
• Service counters should have cutout space that’s at least 36 inches wide and no more than 36 inches tall. A minimum area of 48 inches by 30 inches should be parallel or in front of the counter, depending on the customer’s approach.
• Bench seating must be at least 42 inches long and 20–24 inches deep. A minimum area of 30 inches by 48 inches should be located beside the bench for wheelchair accessibility.
• Assembly areas should have at least one wheelchair space per 25 seats. To accommodate various viewing angles, wheelchair spaces should be in different locations with a clear line of sight, whether the other patrons are sitting or standing. If a single wheelchair space is present, it should be at least 36 inches wide, but a width of 33 inches is permissible for side-by-side spaces. Wheelchair spaces approached from the front or rear should measure at least 48 inches deep, while a space with a side approach should be 60 inches deep. 

Other floor plan considerations

To maximize accessibility for customers with various needs, follow these additional guidelines:

• Use ramps instead of, or in addition to, stairs where appropriate.
• Install automatic doors to help people with assistive devices enter and exit.
• Design a well-lit environment to improve navigation for those with visual impairments, and for everyone.
• Install railings and tactile floor finishes to help differentiate between areas and rooms for guests with vision loss. 

Restrooms and fitting rooms

Making your business accessible requires being thoughtful about amenities, such as restrooms and fitting rooms, to ensure a comfortable experience for everyone. This includes the following requirements and recommendations:

• Routes to the restrooms and fitting rooms should be clearly marked and at least 36 inches wide. 
• Fitting rooms and restrooms should feature adequate light for navigation and use of mirrors. The bottom edge of a hanging mirror should be no higher than 40 inches above the floor. 
• The room should include a circle of space at least 60 inches in diameter to allow for adequate navigation of assistive devices, like wheelchairs. 
• Counters should be easily accessible from a sitting position. 
• Benches may be provided following ADA seating guidelines. 
• Automatic doors allow for easier entry and exit from the restrooms.
• Coat hooks should be at least 15 inches above the floor and no higher than 48 inches.
• Sinks should be no higher than 34 inches above the floor, and the front edge should be between 17–25 inches. Be sure a minimum clearance area spanning 30 inches wide and 48 inches deep surrounds the sink.
• Soap and paper towel dispensers should be no higher than 44 inches above the floor if placed over the sink and 48 inches if situated beside the sink. You can also consider automatic dispensers. “Hand arthritis and limited shoulder mobility can make even this height challenging, especially if a person is getting around primarily in a wheelchair,” noted Norman.
• Toilet height should be between 17–19 inches, with a handrail mounted 33–36 inches above the floor. 
• Toilet paper dispensers should allow continuous flow and be mounted between 15–48 inches above the floor.

Acoustics

The ADA includes requirements for ensuring effective communication at a business. ^[14]ADA.gov. ADA Requirements: Effective Communication. Feb. 28, 2020. Found on the internet at https://www.ada.gov/resources/effective-communication For example, the acoustics of a room can significantly impact hearing ease and comfort. ^[15]Hearing Link Services. Improve Room Acoustics. November 2022. Found on the internet at https://www.hearinglink.org/living/lipreading-communicating/improve-room-acoustics Business owners can improve the acoustics of their space by addressing noise levels and sound insulation. 

In restaurants, people who wear hearing aids may pick up extra noise from neighboring tables. In addition, people who are hearing impaired may be unable to concentrate on a conversation because they are distracted by surrounding noise. By adding upholstery to seating and using wall tapestries and carpeting, you can help improve the room’s acoustics. Sound-dampening panels placed on walls can further insulate sound. In noisy environments, such as restaurants or bars, employees may also support hearing-impaired customers by pointing to product information and writing notes. 

“Acoustics are extremely important in creating an enjoyable experience for older guests,” McGrath noted. “House music should be kept at levels where it’s still easy to communicate with others at the same table and the server. If you host musicians, choose styles to satisfy most any guest or adjust performance times to later in the evening. If the restaurant has bar seating, consider creating a designated bar area with a barrier wall to buffer the sound.”

Customer service

Providing quality customer service can encourage repeat customers. As you develop a plan to support people with hearing, vision, or mobility loss, consider these tips for ensuring an excellent customer experience:

• Properly train your staff in telephone etiquette, as this may be your customer’s only interaction with your business if you offer delivery services.
  
  “Speaking clearly doesn’t necessarily mean you need to speak loudly. The point is, ask: ‘Is the volume of my voice okay for you?’ ‘Am I speaking too fast?’ Ask, don’t assume, and have patience,” said Norman.
• Keep signage and documents updated to avoid confusion or frustration related to outdated order forms or other printed material.
• Install induction coils and an induction loop amplifier in your business to allow the use of hearing loop technology. ^[16]Hearing Loss Association of America. Hearing Loop Technology. Found on the internet at https://www.hearingloss.org/hearing-help/technology/hat/hearing-loop-technology Amplified sound from the speaker is sent directly into a telecoil-enabled hearing device, and the system virtually eliminates background noise.
• Prioritize cleaning and maintenance to reduce the risk of falls or other issues for those who use mobility devices. 

Additionally, business owners should encourage employees to be aware and considerate of customers’ diverse needs, including those of older adults. 

“Hire and train a waitstaff to respect and have patience for older guests,” McGrath explained. “The waitstaff should be knowledgeable of the menu and what accommodations can be made. Older guests may have dietary restrictions and/or allergies. The waitstaff could make suggestions and should know what items are homemade, made to order, or come in premade. This could determine if they could be altered to meet the guest’s needs.”

Signage and information accessibility

ADA regulations for signs address multiple signage categories, including: tactile, directional, and informational signs; required accessibility symbols; means of egress (entering and exiting a building); braille; and pictograms. ^[17]U.S. Access Board. U.S. Access Board Technical Guide. Chapter 7: Communication Elements and Features. August 2022. Found on the internet at https://www.access-board.gov/files/ada/guides/signs-ADA.pdf All signage should comply with the ADA requirements for visibility, location, finish and contrast, and braille and raised characters. Signs should be placed so the tactile characters are between 48–60 inches above the floor. 

Additional ways to aid information accessibility include providing an online menu so customers can use the zoom function to increase readability. It’s also helpful to have extra lighting and magnification devices available to further assist those with vision loss. Customers with hearing loss may rely on printed menus, order forms, and signs for information, so it’s important those communications are up to date.

Web accessibility

Websites are considered a place of public accommodation and are required to adhere to ADA standards. ^[18]ADA Site Compliance. Websites Must Be Accessible According to the ADA. Jan. 6, 2023. Found on the internet at https://adasitecompliance.com/websites-must-accessible-according-ada Compliance is mandatory for websites funded by government entities and businesses. An accessible website can allow access to online menus or other information for your business. Additionally, offering online shopping makes your business more accessible and can increase your customer base. Find a web designer well-versed in ADA requirements to avoid potential fines or litigation. Online tools are also available that provide free scans of your website to check for accessibility.

Take the time to do an accessibility walkthrough of your business. Using the information in this article, enlist staff members to navigate your business premises from the perspective of someone who has mobility or hearing or sight issues. Note which obstacles they encounter and find solutions to fix the obstacles. It might be as simple as changing the location of important signage or widening the space between tables.

Bottom line

The population of adults age 65 and older is steadily growing, so business owners need to understand the impact of hearing, vision, and mobility loss on older adults and address accessibility needs in order to support these consumers. ADA standards can help businesses ensure accessibility for all while expanding their customer base to include older adults. 

When forming a strategic approach to address the accessibility needs of your customers, you should consider several key areas for improvement. Increasing access to parking, entrances, restrooms, and other amenities can improve the functionality and appeal of your business. Keep in mind that loud environments create challenges for customers with vision and hearing loss. Examining and improving the acoustics of your business can help minimize the impact of noise. Finally, prioritize excellent service and accurate information to customers. For online businesses, the ADA provides additional guidelines for website accessibility. By following the recommendations and requirements outlined in this guide, you’ll be prepared to expand your customer base and meet the needs of all of your customers.

Have questions about this review? Email us at reviewsteam@ncoa.org.

Sources

1. U.S. Access Board. Americans with Disabilities Act. Accessibility Standards. Found on the internet at https://www.access-board.gov/ada
2. U.S. Equal Employment Opportunity Commission. The ADA: Your Responsibilities as an Employer. Found on the internet at https://www.eeoc.gov/publications/ada-your-responsibilities-employer
3. National Institute on Aging. Maintaining Mobility and Preventing Disability Are Key to Living Independently As We Age. Nov. 30, 2020. Found on the internet at https://www.nia.nih.gov/news/maintaining-mobility-and-preventing-disability-are-key-living-independently-we-age
4. ADA National Network. What Is the Americans with Disabilities Act (ADA)? Updated November 2023. Found on the internet at https://adata.org/learn-about-ada
5. ADA.gov. Businesses That Are Open to the Public. Found on the internet at https://www.ada.gov/topics/title-iii
6. ADAchecklist.org. ADA Checklist for Existing Facilities. 2016. Found on the internet at https://adachecklist.org/doc/fullchecklist/ada-checklist.pdf
7. ADA National Network. What Does the Term “Readily Achievable” Mean? November 2023. Found on the internet at https://adata.org/faq/what-does-term-readily-achievable-mean
8. ADA.gov. Civil Monetary Penalties Inflation Adjustment Under Title III. Found on the internet at https://archive.ada.gov/civil_penalties_2014.htm
9. ADA.gov. File a Complaint. Found on the internet at https://www.ada.gov/file-a-complaint
10. ADA National Network. Accessible Parking. 2017. Found on the internet at https://adata.org/factsheet/parking
11. ADA.gov. Maintaining Accessible Features in Retail Establishments. June 2009. Found on the internet at https://archive.ada.gov/business/retail_access.htm
12. U.S. Access Board. Guide to the ADA Accessibility Standards. Found on the internet at https://www.access-board.gov/ada/guides/chapter-4-entrances-doors-and-gates
13. U.S. Access Board. Guide to the ADA Accessibility Standards. Found on the internet at https://www.access-board.gov/ada/guides/chapter-4-ramps-and-curb-ramps/
14. ADA.gov. ADA Requirements: Effective Communication. Feb. 28, 2020. Found on the internet at https://www.ada.gov/resources/effective-communication
15. Hearing Link Services. Improve Room Acoustics. November 2022. Found on the internet at https://www.hearinglink.org/living/lipreading-communicating/improve-room-acoustics
16. Hearing Loss Association of America. Hearing Loop Technology. Found on the internet at https://www.hearingloss.org/hearing-help/technology/hat/hearing-loop-technology
17. U.S. Access Board. U.S. Access Board Technical Guide. Chapter 7: Communication Elements and Features. August 2022. Found on the internet at https://www.access-board.gov/files/ada/guides/signs-ADA.pdf
18. ADA Site Compliance. Websites Must Be Accessible According to the ADA. Jan. 6, 2023. Found on the internet at https://adasitecompliance.com/websites-must-accessible-according-ada

Steven Marshall Author

Steve Marshall has more than 35 years of clinical and leadership experience in health care. He has worked in various settings, including emergency departments, intensive care units, air and ground transport, oncology, infectious disease, and infusion services.  He founded See Doc Nurse Write LLC in 2023 to expand the reach of his clinical knowledge and expertise.

Christopher Norman Medical Reviewer

Christopher Norman is a Board-Certified Geriatric Nurse Practitioner and Holistic Nurse. As a nurse’s aide, registered nurse and now nurse practitioner, he has loved working with older adults since 2004.

Susan Stiles Reviewer

Susan Stiles, PhD, provides leadership in the design and development of consumer products that inspire, educate, and activate older adults. She’s been instrumental in bringing the Aging Mastery Program® to market and scaling it nationwide via strategic alliances and business partnerships. Stiles has 20+ years of experience in design thinking, multimedia, strategic communications, and management consulting.