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Many over-40s are hamstrung by daily chores as they age, but choose
to struggle on...
A study from
positive ageing consultancy Years Ahead conducted in 5 cities and
towns, including Liverpool, revealed that almost 2 out of 3 people
over the age of 40 want to live independently as they get older -
and only 1 in 5 would choose assisted living or residential care. The national study also gives specific regional insights into
people’s perspectives on ageing and the effects that it has on their
day-to-day living.
The study found that the majority of people in the UK aged over 40
are concerned about the impact of ageing on their lifestyle and
independence as they grow older. In Liverpool, the vast majority of
people are fiercely protective of their ability to continue living
independently as they age, despite the fact that they will more than
likely need to make adjustments. 69% of people in Liverpool would
prefer to stay at home with some adaptations rather than moving to
residential care if daily living became difficult because of their
advancing years. Moving into residential care is not a popular
option among people in Liverpool – only 4% would choose residential
care if ageing was affecting their daily living while 12% said they
would prefer to move in with a family member to help look after
them.
Unexpectedly, the study also revealed that the number of people
under the age of 60 reporting difficulties with mobility or
household chores was far higher than expected. Of the people
experiencing difficulties, 40% were between 40 and 60 years old. But
with few products available on the high street or mainstream
retailers actively marketing to the 20 million people aged 50 plus,
there is little awareness among consumers that life could be much
easier with the right solutions. And yet the survey shows that 95%
of people who went for a product solution said their purchase had
really helped them.
Only 15% of those experiencing difficulties would look for a product
that helps them carry out ordinary household tasks. The percentage
of carers of older people was not much higher - only 18% said they
would buy a product. However, despite the vast majority of people -
98% - saying that maintaining their independence and lifestyle was
extremely important, only one in three had actually acquired a
product to help them do so. The rest simply struggle on.
The national study of over 1,000 people, the 1st of its kind, was
undertaken by Years Ahead, the UK’s first specialist consultancy
that advises businesses how to adapt, develop and market products
and services that make the process of ageing easier. It reinforces
Years Ahead’s view that most consumers are being left out in the
cold by retailers and product suppliers who don’t consider the
product needs of older consumers.
Researchers also asked respondents which tasks they, or the person
they care for, found difficult. 68% of people in Liverpool said the
top three aspects of daily living that are problematic as they grow
older are: getting out and about, household chores and DIY and
gardening. Interviewees were also asked whether they, the
State or family members should bear the responsibility for helping
to maintain their independence through services and products that
help them manage as they get older.
People from Liverpool lead the
way, 51% of people in Liverpool think it is their own personal
responsibility compared to 33% of the total sample. However
20% would rely on the State for equipment or service help with their
daily living while another 11% would rely on family members.
...continued...
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...continued... Maggie Winchcombe, co-founder and director of Years Ahead, said:-
“Despite the fact that the UK has one of the fastest-growing
ageing populations in Western Europe, people are not comfortable
discussing the ageing process.
While it is encouraging that just
over half or people in Liverpool think it is their own
responsibility to tap in to services and products that could help
them in old age, a significant proportion are not tapping in to
services and getting products that would enhance their lives as they grow
older and mainstream retailers and product suppliers simply don’t
cater for these needs.
With only 20% of consumers thinking about a product as a solution,
it is clear people don’t know where to go on the high street for
advice and the products they need.
The study shows the vast majority
of consumers remain in the dark, which may hinder their chances of
living independently or living well.”
Delving into people’s attitudes to buying products that make the
process of ageing easier, the study found that only 29% of the total
sample seeking advice on independent-living products, such as
ergonomically designed kitchen utensils and bath and shower seating,
go to a retail outlet for advice, with 27% preferring to talk to a
health or social care professional. 44% of people in Liverpool
reported that they would deal with changes to their bodies brought
on by ageing by struggling on with daily living instead of seeking
advice or practical help in the home, or purchasing a product to
help. While only 8% of Liverpool’s population reported they would
very likely buy a product to help them, over two thirds or 67%
hadn’t bought or even considered buying a product, citing reasons
such as the products were unnecessary for their current needs or
made them feel self-conscious.
The study also found:-
* 86% of products purchased were described as being good value for
money
* Price was not seen
as a major barrier to purchasing independent-living products
* 59% of products
acquired didn’t need installing such as a wheeled shopping trolley
Maggie Winchcombe continued:- “Product development in this
market has been woefully slow, particularly in terms of design and
appeal.
The Government’s plans to play into the wider market will
stimulate the independent living product sector in much the same way
as de-regulation of optician services did in the 1980s.
Retailers
and product suppliers must start to consider whether the UK’s ageing
population is a business threat or an opportunity and must do more
to make products that fulfil the vital function of helping consumers
throughout later life more readily available.”
Years Ahead was formed in 2007 and gives advice, training and
consultancy to retailers, suppliers and other organisations. It was
set up to raise awareness and understanding of the business benefits
of marketing products and services that make the process of ageing
easier. The firm’s proposition is especially salient in the
wake of changes to the Government’s health and social care policies. |
