Smart design for an ageing market

The world is getting older. In Europe, for example, the median age in 1950 was 30 years. Today, it is 40. Over 65s will make up almost 25 per cent of the UK population by 2034, according to the Office for National Statistics, and by 2025 almost 1.5 million people in the UK will be living with an age-related disability.

Mat Hunter, chief design officer at the UK's Design Council, says that while the public sector sees this changing demographic as a problem, businesses should spot a chance to develop new products. "If the elderly become seriously unwell, then the state has to pick up the pieces," he says. "But the private sector should see this as an opportunity: a well-educated, perhaps the wealthiest, demographic in which to pick up new types of customers."

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