Other shortlisted practices 2014

Trademark for generation friendliness

Training and information service regarding generation friendly products and services in the crafts in the form of a trademark for qualified companies.

“Companies contact the craftsmen union on their own initiative because of the ‘trademark’ and they are interested in the qualification.”

Rolf PAPENFUSS
About the practice at a glance
Name of Innovative Practice:Generation friendly company
Organisation:Zentralverband des Deutschen Handwerks e.V.
Country
of origin
Germany
Beneficiaries targeted Elderly persons
Approach/ model/ solution:: A national trademark to award generation friendly companies

FACTS & FIGURES

  • started in 2013
  • 30 of 53 German craftsmen unions are qualification partners
  • Over 300 companies were already awarded

PROBLEMS TARGETED

Companies often do not pay attention to generation friendliness because of lacking information about the benefits and of lacking public recognition.

PROJECT

The deliberately low-threshold approach for qualifications leads to a very large acceptance by the companies. A 16 hour minimum training by the central union of German craftsmen is necessary. Participants are gaining knowledge in several fields about being a generation friendly firm: basics, marketing, communication, standards, basic conditions and financing. In an online database awarded companies can present their range of services and products.

CURRENT SITUATION & OUTLOOK

In Germany there are already numerous regional approaches to communicate the topic of generation-friendly products and services and to qualify businesses or to inform consumers. With the introduction of the trademark “generation-friendly company – service + comfort” these regional approaches have been summarized nationwide – without displacing or eliminating regional or sectorial approaches. With the introduction of the trademark a noticeably better nationwide communication could take place. More than 300 firms have already been awarded although the installation of the qualification programs has just started in 2013.

CONTACT

Mr. Rolf PAPENFUSS
Zentralverband des Deutschen Handwerks e. V.
Mohrenstraße 21/22, 10117 Berlin, Germany
+49 3020619328
papenfuss@zdh.de
www.generationenfreundlicher-betrieb.de

Nominated by: Zentralverband des Deutschen Handwerks