World Elder Abuse Awareness Day: 

Waiting for his bank’s local branch to open, my brother, a retired Corporate VP, struck up a pleasant conversation with an older woman.  When the doors opened, she headed for the first available teller, asking for ten $100 bills.  Everyone hears.  My brother’s red flags went up.  He wonders why she is asking for a lot of cash in specific denominations, whether she is safe, whether someone may be waiting, whether a scam is involved, and why no one asks a careful follow-up question.  Should he?  This is not his area of expertise.  She leaves the bank and he asks to speak with the manager, shares his concerns and suggests enhanced or refresher training on detecting and addressing elder abuse.  He still wonders if he should have tried to find her and talk with her.

Nothing about that morning looked dramatic.  Just questionable.  That may be exactly why it mattered.

Sometimes prevention begins with a small pause and one respectful question.

Shortly after, a friend and associate told me about another troubling event. Her teenage granddaughter had watched an older couple try to return an item at a local drug store. The cashier became aggressive and rude. The couple left humiliated, shaken, tearful, and without resolution.  The teenager was profoundly disturbed.

Other customers emailed the store. The teenager told her grandmother who then told me. Once again, I wrote a careful letter, not to blame, but to offer information, training, support, and resources.

Age-friendly service is not cosmetic. It is safety and dignity.  It is skill in action.

World Elder Abuse Awareness Day

June 15 is recognized around the world as World Elder Abuse Awareness Day. The observance was established by the United Nations in 2011 to raise awareness of abuse, neglect, and exploitation experienced by older persons, while promoting dignity and respect.

The World Health Organization (WHO) defines abuse of older people as a single or repeated act, or lack of appropriate action, within a relationship where there is an expectation of trust, causing harm or distress. Abuse may be physical, sexual, psychological, emotional, financial, or material. It may also involve abandonment, neglect, or serious loss of dignity and respect. Powerful and meaningful words. Expressed yet again.

Current research shows why this deserves our attention. WHO reports that about one in six people aged 60 and older experienced some form of abuse in community settings during the past year. In Canada, federal information reports that abuse affects between 4 and 10 percent of older adults, and only one in five incidents comes to the attention of those who can help.
(https://www.who.int/news-room/fact-sheets/detail/abuse-of-older-people)

Recent Canadian police-reported family violence data adds another sobering piece. Statistics Canada reported 7,622 victims aged 65 and older of police-reported family violence in 2024. The rate had risen 49 percent since 2018, and the most common accused person was the victim’s child. (Statistics Canada. “Trends in police-reported family violence and intimate partner violence in Canada, 2024.” The Daily, October 28, 2025.)

Ageism is the Soil Where Abuse Grows

Ageism refers to stereotypes, prejudice, and discrimination based on age. WHO states that globally, 1 in 2 people are ageist against older people, and that ageism affects health, well-being, human rights, quality of life, and social connection.

Ageism makes people easier to dismiss. It can cause a teller, cashier, professional, family member, or bystander to interpret distress as “confusion,” humiliation as “sensitivity,” or control as “family business.”  (https://www.who.int/health-topics/ageism#tab=tab_1)

See Something

What to watch for:

• Sudden large cash withdrawals
• Fearfulness, withdrawal, or tears
• Someone speaking over the older person
• Public humiliation
• Isolation from friends, family, phone, or mail
• Unpaid bills or missing belongings
• Pressure to sign papers, change a will, or give money

Government of Canada materials list financial pressure, forced document changes, unwanted purchases, and pressure around property or money as examples of financial abuse.
(https://www.canada.ca/en/public-health/services/publications/health-risks-safety/how-identify-elder-abuse.html)

Say Something

Frame this as respectful curiosity.

For professionals:

“Would you like a private place to talk?”

“Would you prefer another way to carry or receive these funds?”

“Are you comfortable with this transaction?”

For friends or neighbours:

“I noticed you seemed upset after that conversation. Are you okay?”

“You deserve to feel safe. How can I support you?”

Do Something

Actions can include:

• Call 911 if immediate danger is present
• Speak privately with the person whenever possible
• Contact local police non-emergency, health authority, or elder abuse resource
• Document concerning observations
• Offer training to staff who serve the age 50+ community
• Stay connected, because isolation increases risk

The CDC says people can help prevent violence against older adults by listening, learning warning signs, checking in on those with few social supports, and helping to connect caregivers or older adults with support.

Closing Thoughts

Neither story came with flashing lights. That is why training, awareness, resources, and respectful action matter. We may never know what harm was prevented by one question, one concern, or one letter. We do know this. Silence protects the wrong person.
Rhonda Latreille, MBA, CPCA, Founder & CEO, Age-Friendly Business®

p.s. Since 2003, Age-Friendly Business® has trained thousands of professionals and businesses committed to learning how to elevate the quality of the client, customer, and community experience. They are called Certified Professional Consultants on Aging (CPCAs)® and Age-Friendly Businesses®. They have earned the right to ask for your business.

Body:  When Abuse Lives in the Body

WHO states that abuse of older people can have physical, mental health, financial, and social consequences, including injuries, premature mortality, depression, cognitive decline, financial devastation, and nursing home placement.

The CDC also reports that abuse can cause fear, anxiety, lack of trust, injuries, lasting disabilities, worsened health problems, and premature death.

Spirit:  Anywhere is Everywhere

“Injustice anywhere is a threat to justice everywhere.”
Martin Luther King Jr.