Millards’ Training Department
AGE Discrimination
Welcome
Instructions
Overview
Story
Ageism
Test Yourself
History
Please view this in Slide Show mode
Facts &
Implications
Summary
Your Challenge
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Millards’ Training Department
AGE Discrimination
Welcome
Instructions
Overview
Story
Ageism
A 20-minute lesson
to discourage biased
behaviors and
attitudes towards
elderly customers
Test Yourself
History
Facts &
Implications
Summary
Your Challenge
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Millards’ Training Department
Welcome
Welcome
AGE Discrimination
Instructions
Welcome!
Overview
Story
This lesson introduces you to the topic of age
discrimination, or ageism. Complaints about the
treatment of elderly customers of Millard’s
Department stores are increasing. In order to address
this problem we are asking all employees to take part
in this 20-minute training.
Ageism
Test Yourself
History
Facts &
Implications
You will be asked to share your thoughts and ideas on
how to reduce discriminatory behavior towards the
elderly. At the end of this lesson we ask you to submit
two ideas to improve customer relations with the
elderly. All ideas will be judged by a panel of three
individuals, with the top three ideas receiving a
bonus of $500 each.
Summary
Your Challenge
Sincerely,
Burt Millard, President
Millard’s Department Stores
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Instructions
Instructions
Overview
Using this lesson is easy. Anytime you want to skip
around, click the menu items on the side panel.
Story
To move sequentially through the lesson, click
the next button at the bottom of this screen.
Ageism
To figure out how many more slides you need to
read, check these numbers.
History
When you see the brainwork icon below, this is
your signal to stop and provide answers.
Summary
Test Yourself
Facts &
Implications
Your Challenge
Brainwork
Icon
You must type in answers when asked. When satisfied
with your answer, click the Done button. Clicking
Done will store your answer in a file that will later be
sent you your supervisor. You cannot move to the next
slide until you have clicked Done.
DONE
A picture of the Done
button.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Overview
Overview
Overview
Story
You will start by reading a story of an elderly
woman’s shopping experience.
Ageism
Test Yourself
You will learn that the root of the story's problem is
age discrimination or ageism.
History
Facts &
Implications
You will be given the opportunity to explore any
potential biases you might have in three short tests.
Summary
You will review a brief history of prejudice and then
explore a number of facts about the elderly consumer
that can be integrated into the Millard culture.
Your Challenge
At the end of the lesson you will use all of this
information to make a creative suggestion about how
Millards should work towards solving the ageism
problem.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
A story
Overview
Story
Story
Last fall an elderly woman shopped in a department
store to find clothing for an upcoming vacation. She
stood for a while at the clothing rack trying to locate
something she liked. While she searched, two sales
clerks were talking and laughing nearby.
Ageism
Test Yourself
History
Facts &
Implications
Both sales clerks assumed that the woman was poor
since was wearing an old dingy raincoat and carried a
plastic bag that appeared to be her purse. Clearly the
older woman didn’t seem to be the kind of person
who could afford to be shopping in that department
anyway.
Summary
Your Challenge
After 10 minutes a young couple walked in. One of
the sales clerks immediately asked the couple if there
was anything in particular that they were looking for.
The other sales clerk walked to a different section of
the store.
Eventually the elderly woman found a number of
clothing items she liked. These she piled
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
A story(continued)
Overview
10 inches deep onto her frail arm. As she walked
towards the dressing room, several items trailed onto
the floor. The salesclerk stopped her scolding loudly
“You’ve got too many items for the dressing room.”
Story
Story
The woman apologized meekly while the salesclerk
pointed to a barely legible sign illuminated poorly
under a dim light. “5 item limit per dressing room”
History
Ageism
Test Yourself
Facts &
Implications
Summary
While the woman dressed she didn’t receive help
when she needed a change in the size of the clothes,
nor did the sales clerk offer to exchange the old
items for the ones she hadn’t yet tried on.
Your Challenge
The old woman left the store without purchasing
anything. Instead she went home and ordered her
clothing from a mail order catalog.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
A story(continued)
Overview
When her son called her that evening she shared her
story. The son guessed that his mother had worn her
old raincoat and carried her money in her famous
plastic bags. She had more than enough money, but
because she had lived through the depression she
would never abandon her value of thrift.
Story
Story
The next day the son went to work and called the two
clerks who had failed to help his mother the day
before into his office. He just happened to be the
store manager.
Facts &
Implications
Ageism
Test Yourself
History
Summary
Your Challenge
This is a true story, and regrettably it took place
here, in Millard’s Department Store.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Discrimination defined
Overview
In the story of the elderly shopper, the salesperson
demonstrated a number of discriminatory behaviors.
Discriminatory behavior is behavior that assigns
characteristics to people that are similar in some way.
For example, “Old people are senile”. “Women are
bad drivers”. These stereotypes are then generalized
to all people that share the similarity. For example all
old people or all women. Thus, individuals who may be
old and non-senile, or individuals who are women and
excellent drivers, are unfairly lumped into a
stereotypical category.
Story
Ageism
Ageism
Test Yourself
History
Facts &
Implications
Summary
Your Challenge
Biases, stereotypical thinking, and prejudice (all
considered to mean the same thing in this lesson) take
place because human minds like to simplify. It is much
less work and thinking. The problem is that
characteristics categorically assigned to groups may
not be fair or reasonable.
The type of discrimination that this lesson is about is
called ageism, or, discrimination against the elderly.
Elderly is a relative term, but, typically the term is
applied to people 65 years and older.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Based on the definition of
Overview
discrimination on the previous slide, which of these
ways of thinking is NOT discriminatory
Story
Ageism
Ageism
Test Yourself
A.
Disliking an elderly customer because they
were demanding and ungrateful.
B.
Thinking most older people are unfriendly
based on your experiences with an
unfriendly neighbor.
C.
History
Facts &
Implications
Summary
Your Challenge
Avoidance of elderly people because they
make you feel uncomfortable.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Statement A is NOT discriminatory
Overview
Discriminatory behavior is behavior that assigns
characteristics to people that are similar in some way
Story
Ageism
Ageism
Test Yourself
A.
B.
C.
History
Disliking one elderly customer because they
were demanding and ungrateful is not
discriminatory towards all elderly.
Facts &
Implications
Assigning a characteristic to a group of people
based on limited evidence is discriminatory.
Your elderly neighbors unfriendliness is not a
reflection of all older people’s attitudes.
Summary
Your Challenge
Avoiding all elderly people based on a feeling
is discriminatory.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Overview
Story
Let’s test your understanding of discrimination in
another way. Identify the discriminatory behavior and
attitudes that took place in the opening story.
Think of these things:
What kinds of things
did the salesperson do
that indicated biased
thinking?
Think of the things the
salesperson didn’t do.
Ageism
Ageism
Test Yourself
History
Type here
Facts &
Implications
__________
__________
__________
__________
__________
__________
__________
Summary
Your Challenge
Click Done when finished. You can not continue
until you have clicked Done.
CLEAR
DONE
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Compare
Overview
Did you include these statements?
Story
Ageism
Ageism
Test Yourself
Assuming the woman
was poor because she
was old and had on a
dingy raincoat
(Old people are poor)
History
Shouting loudly as if
the elderly woman was
deaf
(Old people are hard
of hearing)
Your Challenge
Facts &
Implications
Summary
Implying the old
woman couldn’t read
the sign
(Old people are less
intelligent)
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
We need to avoid ageist thinking.
Overview
Biased thinking about the elderly has negative
Story
consequence. Consider these spending facts.
Ageism
Ageism
•Sales from our customers over 65 years of age
dropped 30% last year
Test Yourself
•Sales for other age groups neither increased
nor decreased significantly
History
Facts &
Implications
•Mail order sales for the over 65 crowd is one of
the fastest growing markets in the clothing
industry
Summary
Your Challenge
•The majority of the elderly population in our
community have incomes over $50,000 per year.
What does this mean for Millard’s Department
stores? On the next page you will be asked to share
your thoughts.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Overview
Story
What do these facts mean for Millards?
Ageism
Ageism
Test Yourself
Think of these things:
•Sales dropped
30% for people
over 65yrs.
•Sales same for
other age groups.
•Mail order sales
are up
nationally.
•Elderly
community have
$50,000+ incomes.
History
Type here
Facts &
Implications
__________
__________
__________
__________
__________
__________
__________
Summary
Your Challenge
Click Done when finished. You can not continue
until you have clicked Done.
CLEAR
DONE
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Compare
Overview
Did you include these statements?
Story
Ageism
Ageism
Test Yourself
Millard’s is losing
money since sales to
other age groups are
constant and sales
for the elderly
population are
declining.
History
Facts &
Implications
Summary
Your Challenge
There is increased
competition from the
mail order industry.
Millard’s could
remain competitive by
attracting and
maintaining elderly
customers who have
the resources to
increase our profits.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Test 1
You have learned what discrimination is and why it
is harmful. Let’s see how discrimination free YOU
are. Test 1 of 3.
Overview
Story
Which group matches the statement below?
Ageism
Don’t hang up clothing after
trying them on
Test Yourself
Test
Yourself
Old? Young?
Opinionated
Old? Young?
Never satisfied and always
complaining about clothing
styles
Facts &
Implications
Old? Young?
Old? Young?
Hang around the dressing
rooms
Old? Young?
They shop because they are
bored and have nothing better
to do
Old? Young?
Forgetful of keys and credit
cards when making purchases
Old? Young?
Have more freedom than other
people
Old? Young?
Don’t act their age
Old? Young?
Disrupt other customers by
talking loudly
History
Summary
Your Challenge
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Overview
Story
Ageism
Test Yourself
Test
Yourself
Most of the shopping characteristics on the previous
slide could be assigned to either old or young
populations. If you had a difficult time assigning
“young” or “old” categories, your thinking is relatively
bias-free at this point.
History
Facts &
Implications
Summary
Your Challenge
Let’s try another test.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Test 2
Overview
Test 2 of 3. Take a minute and describe yourself as an
elderly person.
Story
Ageism
Test Yourself
Test
Yourself
History
Think of these things:
•What will you be
interested in?
• What will you
feel like?
•What will you
look like?
•What will be
important to you?
•Who will your
friends be?
Facts &
Implications
Type here
__________
__________
__________
__________
__________
__________
__________
Summary
Your Challenge
Click Done when finished. You can not continue
until you have clicked Done.
CLEAR
DONE
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Overview
Think about what you wrote. Were you biased in your
responses? If you listed more negative characteristics
of yourself when old, this may indicate a negative bias
towards growing old.
Ask yourself:
•How many
positive comments
did you make?
•How many
negative comments
did you make?
•Did you have
more positive
than negative
comments?
Story
Ageism
Test Yourself
Test
Yourself
History
Type here
Facts &
Implications
__________
__________
__________
__________
__________
__________
__________
Summary
Your Challenge
Click Done when finished. You can not continue
until you have clicked Done.
CLEAR
DONE
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Test 3
Overview
Test 3 of 3. Are any of these birthday cards offensive?
Story
Ageism
Test Yourself
Test
Yourself
History
Facts &
Implications
Summary
Your Challenge
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Are these offensive or funny?
Overview
Inside of card …
Story
Ageism
Test Yourself
Test
Yourself
History
Facts &
Implications
Summary
Your Challenge
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Are these offensive or funny?
Overview
Outside of card …
Story
Ageism
Test Yourself
Test
Yourself
History
Facts &
Implications
Summary
Your Challenge
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Are these offensive or funny?
Overview
Inside of card …
Story
Ageism
Test Yourself
Test
Yourself
History
Facts &
Implications
Summary
Your Challenge
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Overview
Story
ALL of these cards could be considered offensive:
Ageism
Test Yourself
Test
Yourself
History
Facts &
Implications
Summary
Your Challenge
Your rocking chair is
going to wear you
out.
Your eyes are shot!
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
How did you do?
Overview
Story
•Did you assign a behavior to an entire age group?
Ageism
•Did your include more than one negative description
of your “older” self?
Test Yourself
Test
Yourself
History
•Did you identify potentially offensive greeting card
messages?
Facts &
Implications
Summary
If you answered yes to any of the above, you might
reconsider some of your ideas about the elderly.
Your Challenge
Let’s turn now to the history of prejudice.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Where do people learn to
discriminate and stereotype?
Overview
Story
We like to blame our youth obsessed media (movies,
television, advertising …) for ageism. We wistfully
yearn for the “good old days” when age was
respected. To prove a point, ask yourself which of the
following are true?
Ageism
Test Yourself
History
History
Facts &
Implications
True False Puritans believed that age was
considered a sign of favor
Summary
Your Challenge
True False Puritans taught their youth to
treat the elderly with respect
True False Henry David Thoreau said “I have
lived some 30 years on this planet
and I have yet to hear the first
syllable of valuable or even
earnest advice from my seniors.
They have told me nothing and
probably cannot teach me
anything.”
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
All of the statements were true!
Overview
The point made is that overtime, culture has moved
to a disrespectful attitude towards the elderly.
Gerontophobia, or fear of growing older, manifests
itself in many ways.
Story
Ageism
Test Yourself
History
History
•Clothing is fashioned for younger body types.
Facts &
Implications
•Derogatory vocabulary is used to describe older
people: “old fogey”, “codger” and “gaffer”.
Summary
Your Challenge
Codger?
•Expressions such as “You are only as old as you
feel” or “Age before beauty” (implying that age is
not beautiful) are commonplace.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
You’ve read a number of things
Overview
about ageism and have discovered where biased
behavior originates and might be perpetuated.
Story
One of the best ways to dispel biases, and change
behaviors, is to look at the facts or data. In the
following screens you will be asked to read a statement
and think about whether that statement is true or false.
Ageism
After thinking about your answer, you will compare
what you think to what the data suggests to be true.
Read these screens carefully. Each fact has some ideas
about how we can make Millard’s more customer
friendly.
Facts&&
Facts
Implications
Implications
Test Yourself
History
Summary
Your Challenge
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Welcome
AGE Discrimination
Instructions
True or False?
Overview
Story
Ageism
Test Yourself
People who are older do not see or
hear as well as they did when they
were younger.
TRUE
History
Facts&&
Facts
Implications
Implications
FALSE
Summary
Your Challenge
You must click True or
False to move to the next
screen
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Answer : TRUE
Overview
Story
This is a correct statement:
Ageism
People who are older do not see or
hear as well as they did when they
were younger.
Test Yourself
History
Facts&&
Facts
Implications
Implications
Summary
All five senses tend to decline in old age.
Your Challenge
Ideas for improving the shopping experience
Make sure the lighting is strong, particularly in areas
where the elderly shop. Make sure signs are legible.
Be sure print is in a large enough size to easily read.
Play music softly to improve hearing social
exchanges.
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Welcome
AGE Discrimination
Instructions
True or False?
Overview
Story
Ageism
Test Yourself
A majority of the elderly population is
mentally depressed.
TRUE
History
Facts&&
Facts
Implications
Implications
FALSE
Summary
Your Challenge
You must click True or
False to move to the next
screen
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Answer : FALSE
Overview
Story
This is the corrected statement:
Ageism
A majority of the elderly population is
NOT mentally depressed.
Test Yourself
History
Facts&&
Facts
Implications
Implications
Summary
Research shows that the elderly population is not
significantly more depressed than other age groups.
Your Challenge
Ideas for improving the shopping experience
Maintain pleasant and friendly interactions with the
elderly as you would with any other group of people.
Avoid condescending behavior.
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Welcome
AGE Discrimination
Instructions
True or False?
Overview
Story
Ageism
Test Yourself
Older people have less muscle
mass than younger people.
TRUE
History
Facts&&
Facts
Implications
Implications
FALSE
Summary
Your Challenge
You must click True or
False to move to the next
screen
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Welcome
AGE Discrimination
Instructions
Answer : TRUE
Overview
Story
This is a correct statement:
Ageism
Older people have less muscle
mass than younger people.
Test Yourself
History
Facts
&
Facts &
Implications
Implications
Summary
Physical strength declines with age.
Your Challenge
Ideas for improving the shopping experience
Idea to improve shopping experience. Carry heavy
items for the elderly. (Be sure to exercise judgment
though. One elderly customer complained when a
clerk insisted they carry his three pound purchase.
The customer was physically fit and capable of
carrying much heavier items.)
Help the elderly find clothing lines that are
flattering to the elderly physique. Avoid items with
small buttons. Look for elastic, Velcro, and zippered
openings.
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Welcome
AGE Discrimination
Instructions
True or False?
Overview
Story
Ageism
Test Yourself
Learning new information tends to
be slower for older people.
TRUE
History
Facts&&
Facts
Implications
Implications
FALSE
Summary
Your Challenge
You must click True or
False to move to the next
screen
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Welcome
AGE Discrimination
Instructions
Answer : TRUE
Overview
Story
This is a correct statement:
Ageism
Learning new information tends to
be slower for older people.
Test Yourself
History
Facts&&
Facts
Implications
Implications
Summary
Learning new information tends to be slower.
However the decline in performance is usually due
to variables other than age (unfamiliarity with
content, illness, technology).
Your Challenge
Ideas for improving the shopping experience
Introduce new products with written materials that
the elderly can read at their own pace. Be sure to
exercise judgment. Many elderly maintain their
intellectual abilities. With increased time they are
likely to know more about a new technology than
you do. If so, learn from them.
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Welcome
AGE Discrimination
Instructions
True or False?
Overview
Story
Ageism
Test Yourself
Population aging creates new
business and career opportunities.
TRUE
History
Facts&&
Facts
Implications
Implications
FALSE
Summary
Your Challenge
You must click True or
False to move to the next
screen
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Welcome
AGE Discrimination
Instructions
Answer : TRUE
Overview
Story
This is a correct statement:
Ageism
Population aging creates new
business and career opportunities.
Test Yourself
History
Facts&&
Facts
Implications
Implications
Summary
Not only is the percentage of people over 65
increasing, but increasing numbers of the elderly
desire to work or volunteer work. In fact, a majority
of older people want to continue some form of work.
Your Challenge
Ideas for improving the shopping experience
Offer part-time and volunteer employment to people over
65. Not only will new employees appreciate the opportunity,
they may also attract elderly customers.
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Welcome
AGE Discrimination
Instructions
Overview
Story
Up until now you have read quite a bit of information
about discrimination. Take a minute to summarize the
key information below
Think of these things:
•What main topics
have been covered
(look at menu)
• What do these
topics suggest
for Millards?
Ageism
Test Yourself
History
Type here
Facts &
Implications
__________
__________
__________
__________
__________
__________
__________
Summary
Summary
Your Challenge
Click Done when finished. You can not continue
until you have clicked Done.
CLEAR
DONE
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Welcome
AGE Discrimination
Instructions
Compare
Overview
Did you include these statements?
Story
Ageism
Test Yourself
Ageism is rooted in
cultural beliefs that
are learned
History
Stereotypes result from
the natural tendency of
humans to categorize
information to decrease
the complexity of
thought processes
Summary
Summary
Facts &
Implications
Your Challenge
There are many
misconceptions about
aging. Considering the
facts about aging may
improve customer
relations.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
What can YOU do at Millards?
Overview
Based on the information you’ve received in this
lesson, make TWO suggestions for improving the
treatment of the elderly at Millards. Think of store
policies or events that might make the older Millards
customers feel welcome and appreciated.
Story
Ageism
Test Yourself
History
Facts &
Implications
We will assemble a panel of three judges to judge all
suggestions. Three suggestions will be selected. Each
suggestion will be award a $500 bonus.
Summary
Your Challenge
Your
Challenge
The next two screens are sample suggestions to
prompt your ideas.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
A sample suggestion
Overview
Story
Ageism
Test Yourself
Sponsor athletic
activities.
History
Facts &
Implications
Sponsor marathons
for ages 65 – 70.
Summary
Sponsor mall walks.
Your Challenge
Your
Challenge
Include refreshment
tables with
beverages and snacks
that are pleasing to
the elderly palate.
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Another sample suggestion
Overview
Story
Ageism
Test Yourself
Create a local
newsletter featuring
elderly in the
community.
History
Facts &
Implications
Summary
Your Challenge
Your
Challenge
Use the newsletter
to advertise
products in which
the elderly are
likely to have
interest.
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Welcome
AGE Discrimination
Instructions
Overview
Story
Suggest your first strategy to improve customer
relations with Millard’s elderly customers.
Think of these things:
•Strategies to
reduce bias towards
elderly customers
•Strategies to
increase the
positive shopping
experience at
Millards
Ageism
Test Yourself
History
Type here
Facts &
Implications
__________
__________
__________
__________
__________
__________
__________
Summary
Your Challenge
Your
Challenge
Click Done when finished. You can not continue
until you have clicked Done.
CLEAR
DONE
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Overview
Story
Suggest a second strategy to improve customer
relations with Millard’s elderly customers.
Think of these things:
•Strategies to
reduce bias
towards elderly
customers
•Strategies to
increase the
positive
shopping
experience at
Millards
Ageism
Test Yourself
History
Type here
Facts &
Implications
__________
__________
__________
__________
__________
__________
__________
Summary
Your Challenge
Your
Challenge
Click Done when finished. You can not continue
until you have clicked Done.
CLEAR
DONE
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
This is the end of the lesson.
Overview
Thank you for your participation. If you have any
comments, positive or negative, please share them
here.
Story
Ageism
Test Yourself
Suggestions:
•What did you
like best
about this
lesson?
•What do you
like least
about this
lesson?
•If you could
change one
thing, what
would it be?
History
Type here
Facts &
Implications
__________
__________
__________
__________
__________
__________
__________
CLEAR
Summary
Your Challenge
Your Challenge
DONE
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Millards’ Training Department
Welcome
AGE Discrimination
Instructions
Overview
Story
Ageism
The End
Test Yourself
History
Facts &
Implications
Summary
Your Challenge
Slide 48 of 48
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