...and you change your relationship with your customers:
"Greater" sounds better than "older," doesn't it?
Seven years ago, on my first visit to Portland, Oregon, I noticed that the transit district uses "honored citizens" to refer to seniors and people with disabilities. Very civilized--and charming.
(Counter sign snapped at Fenton's Creamery, a family-owned Oakland landmark for 114 years, most of them in my very own neighborhood.)