I recently had a great conversation with someone from a major retailer that really cares about its staff and its customers. Because of that the company has set up all sorts of committees of like-minded people to assess and discuss the products that the company sells.
But it seems they’re missing a trick. Because the groups are formed from employees, there doesn’t seem to be an option for those over retirement age to give their views.
Yet with an ageing population it’s really important that manufacturers and retailers start looking at what they sell from the point of view of older consumers. Does the product work physically for people with less mobility, poorer eyesight or hearing or weaker wrists – all likely to happen with age? Does it appeal to their sense of taste or style? Is it technologically unnecessarily challenging?
Looking at products and services from the perspective of different user groups is a fantastic thing. We just need to ensure that older people are included too. With an ageing population it’s too important a consumer group to ignore.
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