Age and disability

Whilst age and disability are by no means synonymous, disability increases with age. This may be experienced physiologically - in areas such as vision, dexterity and strength - or psychologically - affecting memory and response time.

Across Europe, whilst the number of people with acute disability is relatively small, the number with general impairments is significant. Research carried out by Dr John Gill for the RNIB on various categories of impairment in Europe revealed

• there are 1.1 million profoundly deaf and 80 million hard of hearing
• 1.1 million are blind but 11.5 million have low vision
• 1 million cannot use their fingers yet 22.5 million have reduced strength
• there are 2.8 million wheelchair users but 45 million cannot walk without an aid

Disability can exclude people from participation in many everyday activities - climbing stairs, using public transport, even reading and opening items of packaging - and this exclusion can greatly erode their quality of life. Design has a great role to play in overcoming many of these barriers, enhancing quality of life, enabling independent living and opening up new markets for business.

With the ageing population in mind, especially the dramatic increase in the over 65 year olds and the over 80s, the benefits both to older people and to society of successfully countering the impact of disability will be significant. And confronting this will also create new and exciting business opportunities.

The marketing challenge - overcoming the stigma of age

The over 50s control a huge 80% of wealth in Britain. However, whilst financial and leisure packages are rocketing, many companies are still ignoring this market. Likewise, discerning older consumers steer clear of many of the products that are designed for them.

This may be because the dominant value in society is one of youth not age, which highlights the image problem associated with ageing and targeting older groups. This is reinforced by the fact that a lot of products targeted at this group lack the style that other groups command.

Considering the potential of this market - in size and value terms - there are great opportunities for companies who can overcome the image problems associated with age and create products with real design integrity and style.