By the year 2020, close to 50% of Europe's adult population will be aged 50 or over. This radical and unprecedented change in the age structure of modern societies reveals one of the most profound social changes of our time.

Some key facts about age:

• Life expectation increased by 50% during the last century
• One in every three British adults is already over 50
• The over 50s in the UK already hold more than 60% of all savings
• By 2020 there will be more than 130 million over 50s in the EC
• Taking early retirement and looking forward to an increasingly active 'third age' of healthy, independent life after work, these people will make demands for new products and services
• The attitudes and aspirations of the generation born after 1940 - the 'Baby Boomers' and yesterday's youth market - will force the pace of change

Social realities are changing

We no longer live in large family units. Many older people live alone and perhaps their most important desire is to retain their independence for as long as possible. Meeting friends and visiting relations, shopping, recreational and educational activities, are all essential parts of an active life. Visits to doctors and hospital are likely to increase with age.

What does this mean for designers?

• For the past 40+ years industry and commerce have aimed products at young people, ignoring the needs of older people
• From packaging to fashion, design can create unnecessary obstacles to older people
• Older people's needs for friendlier products have been mistakenly seen by designers and manufacturers as 'special' rather than as new market opportunities
• In the future the over-50s could be more important than the youth market, especially as many people over 50 have considerable spending power
• Design with older people in mind will be multi-generational, inclusive, universal and in every sense better design - it will certainly not be boring
• Designers must be informed, aware and open if they are to respond to this challenge

An important strand of the Helen Hamlyn Research Associates Programme is dedicated to ageing and design. A selection of design projects is shown below.

Small Print

In 2000, Frank Philippin of Communication Art & Design researched Small Print: improving visual pack information for older consumers, in partnership with PSAG (Packaging Solutions Advice Group).

Power to the People

In 2001, Matthew White of Industrial Design Engineering completed Power to the People: DIY tools made easier for all, in partnership with B&Q.

Safe and Sensual

In 2002, Mary Wagstaff of Design Products researched Safe & Sensual: how can we make the shower a less dangerous and hostile environment for older and less able people, in partnership with Hansgrohe.
 

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