call system
when used with external audiences, eg AOC
Facilities
Avoid using the term ‘communal’. Instead use ‘shared’. Also avoid any terms that sound institutional such as ‘Canteen’, ‘Block’, ‘Warden call system’
Restaurant, restaurant-style dining, dining room
•
Lounge
•
Emergency call system
•
Mobility scooter store
•
Shared areas
•
Secure door entry system
•
Our customer demographic
It is essential that positive language is used that appeals to specific customer audiences. In all cases avoid using terms with negative connotations for our residents such as ‘Elderly’, ‘Old’, ‘Frail’, Vulnerable’, Pensioners’, ‘OAPs’, ‘Mature’. Also avoid using generic/common generation and segmentation terms such as ‘Baby boomers’, ‘Silver surfers’, ‘Empty nesters’
Later life
•
Over 55s / 60s (only when appropriate)
•
Older people
•
Anchor Language and Style Guide v20 300724
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