By Jon Stojan

Published Oct 07, 2025

Partnering with Aging Forward offers businesses goodwill, helping drive customer loyalty, strengthen communities, and show that even small contributions can spark lasting, transformative change.

Aging Forward has long stood at the intersection of dignity, purpose, and empowerment for older adults. As the United States undergoes a significant demographic shift, with the population of adults over 65 growing rapidly and nearing parity with children under 18, the organization’s mission has become increasingly vital. 

“It’s a necessity. The need is growing every day, and not everyone has access to the support they need, whether due to location or limited financial resources. That’s why the services we offer to these communities are of no cost to the participant. It’s the only way to support those who need it most. But this is no easy feat and is only made possible through partnerships,” says Sarah Cheney, Executive Director of Aging Forward.

Those partnerships are increasingly coming from the business community, where consumers are demanding more from the brands they support. Surveys show that buyers are loyal to companies that take a stand on social good. “We have seen that our audience is incredibly loyal,” Cheney explains. For businesses, aligning with a mission-driven nonprofit like Aging Forward can strengthen customer loyalty and brand trust.

One standout example is OneSkin, a biotech skincare startup. At first glance, a partnership between a skincare company and a nonprofit organization focused on healthy aging might seem unlikely. But as Cheney notes, their missions are uniquely aligned. “Skincare is often marketed as anti-aging,” she says. “But OneSkin’s message is different. It’s about healthy longevity, helping your skin be its best at any age. That’s exactly what we’re about too.”

Since 2021, OneSkin has donated a portion of every sale to Aging Forward. That portion has had a major impact. “Every time their sales grow, we see our donation grow, and it means the world to us,” Cheney shares. “Their support gave us the breathing room to strategically expand. That’s a risky move for any nonprofit, but we felt confident because of the resources we had. This expansion allowed us to start and attract new affiliates and serve more communities. This isn’t growth for the sake of growth. When our organization grows, so does our impact. This would not have been possible without their support.”

The lesson, she says, is that impact doesn’t always require massive sums. Even a fraction of profits, multiplied across numerous sales, adds up to transformative support. “People might look at a donation of a small percentage of sales and think its impact is limited,” Cheney says. “But it changes lives. And it allows businesses to show their customers that their purchases have meaning.”

Importantly, the opportunities are not limited to skincare. Aging Forward’s work spans transportation, home maintenance, social connection, and areas where countless industries can step in. “One of our biggest services is driving older adults to medical appointments,” Cheney notes. “Imagine if a car company, or even a tire company, donated just a fraction of a percent. The ripple effect would be enormous.”

The same goes for construction and home improvement. “We provide handy helper services, things like installing grab bars, repairing steps, or cleaning gutters,” she explains. “Those simple fixes keep people safe and allow them to stay in their own homes.”

And the possibilities don’t stop there. Imagine food companies highlighting connection over meals, greeting card brands tapping into traditions of handwritten notes, and technology companies helping older adults stay digitally connected. As Cheney says, “It doesn’t always have to be money. Businesses can donate time, products, or expertise. Whatever form it takes, it makes a difference.”

The potential benefits of these partnerships are threefold. Nonprofits can gain resources to expand, businesses can strengthen consumer trust, and society can benefit from healthier and connected communities.

For Aging Forward, these collaborations are about shifting how society views aging itself. “People dread aging, but really, aging is a gift,” Cheney says. “We want to help people look forward to aging as a time of opportunity, connection, and purpose. That’s the message we share, and it’s a message businesses can be proud to stand behind.”

As consumer expectations evolve, the case for businesses to give back, and to do so thoughtfully, has never been stronger. By joining forces with nonprofits like Aging Forward, companies can build loyalty, inspire change, and help ensure that the longer lives people are living are also healthier, fuller, and connected.

Source: Investing.com https://www.investing.com/studios/contributor-content/how-partnering-with-aging-forward-helps-businesses-build-loyalty-while-empowering-communities-and-older-adults-383021