Australian citizens aged 60 or over who are not working more than 20 hours per week are eligible for a free Seniors Card. Issued by individual state governments, the card provides government concessions, business discounts, and special offers on a range of goods and services including travel, movies and entertainment, and personal and professional services. The names of businesses offering a discount of at least 10% are listed in the Discount Directory made available to card holders, and this is also available online. Why would Australian businesses want to participate in such an initiative?