Overlooked Demographic
An Overlooked Demographic
Sharon Sequeira
An Overlooked demographic:
Primarily, as a user experience researcher, I was amazed by how few bath and body care products were actually usable by the elderly, especially those who have limited strength in their hands. As one ages, stiffness in joints, arthritis and weakness are common physical ailments. Secondly, as a certified aromatherapist who makes body and hair care products, I delved into how I can incorporate inclusive practices to better build my product containers from a usability perspective. However, this time, with a laser focus on the senior demographic of society.
Globally Speaking – Senior Buying Power:
The 60+ age group is the fastest-growing consumer demographic worldwide, according to the United Nations. And yet the issues that make seniors’ daily lives harder or easier — such as product packaging — are not frequently taken into account. Why is that? The numbers below are reminder enough that product packaging needs to be designed and built better so as to not exclude a demographic that we will all see ourselves in, sooner or later.
Globally, the 65+ age group population will hit 1 billion by 2030 and 1.6 billion by 2050. (Forbes, 2018).
Those who are 60+ will make up more than 20% of the global population by 2050. (Forbes, 2018).
The European Commission reports that consumer spending among seniors aged 60+ rose 50% faster than people under 30.
Bank of America Merrill Lynch estimates that the global spending power will grow to $15 trillion by 2020. (Forbes, 2018)
In Canada:
According to Stats Canada, as of July 1, 2020, there were 6.8 million seniors aged 65 and older. Roughly accounting for 18.0% of the population. Note, as the image shows below, women living alone were nearly double than that of men living alone. (Stats Can)
Statistics Canada’s most recent demographic projections show that seniors could account for over one-fifth of the population by 2025 and could reach one-quarter by 2059. (StatsCan, 2019).