Inclusive design helps brands extend reach

While the over-50s represent 45% of the total population’s spending power (nearly £300bn this year), this is not the only factor to consider when responding to the consumer needs of empty nesters (

The number of people aged 60 or over in the UK is due to increase by more than 50% in the next 25 years, making it vital that brands in all sectors take into account the needs and lifestyles of as many people as possible.

Age UK has recently launched its Engage Accreditation Scheme, which encourages brands to think about inclusive design. We believe that inclusivity needs to become part of mainstream thought in designing every aspect of our environment – it’s not about singling out people in their 50s or 60s with specific products, it’s about making them accessible for all.

Brands that consider inclusive design are reaching more people, as well as helping to meet the needs of our ageing population.

Duncan Lewis, Group marketing and development director, Age UK

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