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PART 2
>The Challenge Workshop
Introduction
Ten years ago, use of the term
‘inclusive’ in relation to design
would result in a questioning
or puzzled expression among
designers and manufacturers.
The relentless ageing of populations
worldwide, and a corresponding
shrinking of their
traditional 18-35 market, has
seen both waking up finally to
the size of this new, previously
overlooked one.
According to the Office for
National Statistics (ONS), out
of a total population of 59.8
million people in the UK in
2003, 20 million were aged
50 and over, a number that is
projected to increase by a further
36% to 27.2 million by the
year 2031. The Financial Services
Authority has calculated that
this population group owns 85%
of the nation’s wealth (excluding
housing and pensions) and
spends £175bn a year or 45%
of all household expenditure.
All in all, it adds up to a business
opportunity not to be missed.
Behind the numbers something
interesting is going on in design
terms – for this ‘new old’ segment
of the population does not
conform to the myopic stereotypes
in traditional marketing campaigns
of older people. There is a great
deal of generational blurring taking
place in which physical age is no
longer the sole indicator of where
consumers sit in terms of taste or
lifestyle and this is reflected in that
most age-conscious of sectors,
fashion and retail.
Sharon Stone at 47 is the
new face of Christian Dior; model
agencies report a 30-40% increase
in demand for older models, while
the ‘Twiggy factor’ has been cited
as a major reason for the return to
economic health of Marks and
Spencer after the 56-year-old
model was featured in a campaign
for their new womenswear collection
aimed at women of all ages.