An aging population of consumers calls for products that suit its needs.

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The sight of customers tying themselves into knots is usually a spur for businesses to invent something better. Yet brands willfully ignore the frustration of a particular market segment, which is growing larger and wealthier each year. The insults dealt casually to older consumers are numerous: websites that fly in the face of accessibility, packaging that is difficult to open, fiddly IT products that put fashion before easy use, portions that force aging singletons to buy meals designed for kids. Then there are the age-ghetto items, such as stair-lifts, which mainstream advertisers dispatched long ago to a no-man’s-land, sign-posted geriatric.

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