The Boon of the Aging Boomer: Structural Design Needs To Be Inclusive

By Simon Gainey

As demographic slugs go, the Baby Boomers represent a huge proportion of spending power in the consumer product market, and they are not getting any younger. Package designers need to think about this demographic in new ways through an "inclusive" design philosophy.

The 80 million strong Boomers (born between 1946 and 1964) are unlike their parents in several ways:

• They are in denial about getting older and are looking for "age-defying solutions."
• They are often financially secure and "free," now that the kids have grown up.
• They are usually highly informed, particularly about their health and well-being.
• The term "retirement" no longer applies; more appropriate is "a new lease on life."

Of course, the Boomer phenomenon is not a new one, and they have been strongly influencing the market for years. The difference today is that these consumers are undergoing a period of transition that significantly affects how they experience and use packaging, both mentally and physically.

This Walgreens prescription bottle cap is designed to be both child-resistant and senior-friendly, depending on the side of the cap the consumer uses. As empty-nest Boomers age, innovations like this might prove to be valuable brand building tools in consumer goods categories.

Deteriorating eyesight means that Boomers struggle with package labeling and graphics legibility. This can manifest itself in declining visual acuity, "near" accommodation, reduced contrast sensitivity, reduced color sensitivity, or sensitivity to glare. Boomers struggle both in the store and at home to see a whole host of information crammed on today's packaging. This affects:

• Brand recognition and claim statements.
• Understanding variants and flavors in store.
• Reading labels and ingredients.
• Opening and use instructions.
• Dosage, preparation, and usage guidance.
• Expiration dates.

Loss of hand and finger mobility, weak grip, inability to squeeze, and reduced strength directly impact Boomers' ability to open, use, and close packaging. The aging process has brought more meaning to "easy open." Common Boomer complaints are:

• Tamper-evident seals that are near impossible to open.
• Tear openings that are inconsistent and fiddly.
• Small closures that are tricky to grip and open.
• "High" force openings on caps, seals, openings.
• Complicated child-resistant caps.
• Heavy lifting and difficult dispensing or pouring.

Like everyone, Boomers' cognitive performance (the ability to process and understand information) will decline over time. Complicated product application, dosing and use instructions become barriers to consumption and cause frustrations. This demographic will take longer to figure something new out, so simplicity is key.

Boomers are undergoing changes to their lifestyle that impact their perception and use of packaging. Now a smaller household size, Boomers are looking for solutions that fit with their new consumption patterns. As they consume less and consume more slowly, packages need to be size-appropriate and maintain the product integrity longer.

Attitudinally, Boomers are shifting to refocus on themselves and their overall well-being. Packaging needs to "mask" the impact of age-related conditions by not reminding boomers that they are getting old. There is nothing more obvious than fumbling with an opening each morning to remind you of the inevitable.

Bringing inclusion into focus

With all these changes, Boomers will become increasingly frustrated and disillusioned with products that remind them they are getting older. What is required is an inclusive design approach to packaging that recognizes the emerging needs of the Boomers and embraces their needs.

The business benefits are clear because packaging that is simple and easy to use for Boomers enhances the product and the whole brand experience differentiates, drives repurchase, and builds loyalty. Inclusion also provides a design platform that delivers benefits across the full consumer spectrum (everyone benefits from an easier opening).

But the consumer product industry has been slow to respond and embrace an inclusive approach to package design. What is required is a strategic "inclusive" approach that has:

1.A thorough audit of current package versus Boomer needs.

2.Immersion with consumers to understand their true experience with packaging in their use environment.

3.Development of empathetic modeling to enable designer and business developers to experience life as an aging boomer.

4.Targeted consumer interaction and panels to provide quick design feedback.

5.Development of packaging performance success criteria and testing protocols to provide "benchmarks."

It is clear that Boomers are going to continue to influence and—to some degree—demand change in package design. The question will then be: How prepared are you to respond?

Simon Gainey is a principal of Competitive Innovation LLC, a package design and development company in Media, PA. He can be reached at 610-627-1699 or sgainey@ competitiveinnovation.com