Public launches “Ageless” initiative for age inclusion

Athens, April 20, 2026 – In a society undergoing demographic change that affects how retail evolves, Public stores are innovating by launching the new “Ageless” initiative in Greece and Cyprus. Starting with culture and their timeless connection to knowledge, Public extends its social role to create a retail experience that respects and includes the needs of older adults. Through the new “Ageless” initiative, Public leverages its unique product ecosystem by highlighting selected product solutions that contribute to empowerment, autonomy and quality of life for older adults. From technological devices with user-friendly features, such as simplified mobile phones and location and security systems, to books and content that enhance cognitive functions and mental wellbeing, Public offers solutions that work both preventively and supportively in daily life.
With a significant portion of our country’s population now belonging to older age groups, new dynamics are emerging in the sector that require adaptation of priorities and service.
Therefore, “Ageless” aims both to change the way customers are treated and to raise awareness in society through information campaigns and open dialogue.
Changing the service culture
At the center of the initiative is employee training, through a program designed entirely from scratch, in collaboration with two reputable Civil Society Organizations: COMM’ON and Co2gether. The content and methodology of the program represent a new, innovative approach, using aging simulation suits, stereotype-busting games and role-playing to develop skills that truly respond to the needs of older adults.
The training program will begin with the store network teams with the goal of gradually integrating the new service philosophy into all support structures.
Pilot interventions in stores
The “Ageless” initiative is implemented across the entire Public store network, through central rest and reading areas, which allow for a more comfortable and easier shopping experience.
At the same time, Public stores at Golden Hall (Athens), Tsimiski (Thessaloniki) and Limassol (Cyprus) serve as pilot locations for implementing specific tools, such as providing free magnifying glasses for better reading.
“Ageless” online too
The initiative extends to the digital environment through a special section on public.gr, where content tailored to the needs of older users and their caregivers is gathered.
Visitors can discover products and services that enhance memory, autonomy and home safety, communication devices, wellness products, as well as related content with product suggestions and solutions from the Public Blog. Through the combination of technology and culture products, Public functions as a comprehensive ally that actively contributes to improving quality of life. Additionally, services such as Home Showcase, Audiobooks and Public Courses are available, which enhance lifelong learning and quality daily life.
Public Talks “Ageless” at Public Syntagma
Public is organizing a discussion at the Syntagma store, which will take place on April 28, with the participation of representatives from the scientific community, specialized civil society organizations and the technology sector.
The discussion will highlight the challenges and opportunities arising from demographic evolution, as well as the role of retail, through the axes of science, technology and culture, aiming to promote collaborative models that improve the quality of life for older adults.
The “Ageless” initiative is not just a series of actions, but an innovative step towards a more inclusive retail model, which recognizes that age is not a limitation, but part of the diversity of our society.
With people and their real needs as a guide, Public redefines the shopping experience, creating a space where every age has a place, voice and value.
Brief overview:
COMM’ON
COMM’ON operates in the field of social innovation, aiming to highlight and activate local social capital and develop solutions that address systemic gaps and promote sustainable socio-cultural development.
It works cross-sectorally and at different scales, collaborating with communities, public and private entities to co-create methodologies, programs and targeted interventions with measurable social impact.
Co2gether
Co2gether is a social enterprise based in Patras operating in 9 municipalities in the Western Greece region (with which it has signed cooperation agreements). It supports and empowers vulnerable citizens living in conditions of poverty or exclusion and older adults, with emphasis on rural and remote areas.
It conducts 800 home interventions monthly for older adults, provides psychosocial and legal support, crisis management, ergonomic home improvements, contributing to maintaining autonomy and safe living for the elderly. Training and counseling services are also provided to their caregivers following needs assessment.
It empowers the local community through advocacy actions, training health professionals and social care workers, raising citizen awareness of social issues (ageism, gender equality, abuse, care for vulnerable groups, etc.). Additionally, weekly activities are implemented in facilities such as community centers and nursing homes using art as an empowerment tool, with activities that enhance fine motor skills, memory and psychosocial wellbeing, such as iconography, crafts, collage and music. Innovative activities are implemented for the general population such as using Greece’s first aging simulation suit, enhancing understanding of third age challenges, raising awareness among younger generations and improving provided care.
It collaborates with academic and research institutions, such as the Hellenic Open University, the Nursing Department and the Laboratory of Social Entrepreneurship and Innovation of the University of Patras and the University of the Peloponnese, ensuring scientific documentation of activities. In 2025 Co2gether organized the 1st Festival of Healthy and Active Aging in Patras, highlighting the importance of prevention, active participation and quality of life in the third age.
It has an interdisciplinary team (gerontologist, lawyer, social workers, nurse, social caregiver, journalist, administrative staff, pharmacists, psychologists, etc.) and permanent external collaborators (lawyers specialized in health law, psychologist, filmmaker), aiming for team flexibility according to specialized local needs. It is a member of national networks such as Age Platform, Association of Small and Medium CSOs, Greek Network for Combating Poverty, Union of Local Development Organizations, etc.