June 09 Issue29 - Aging

8/9/2019 June 09 Issue29 - Aging

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ANTENNAETREND REPORTJUNE 2009

Contents

June 2009Issue Twenty-nine

P.03 Introduction

P.04-05 Catching up withthe kids

P.06-07 Txt generation

P.08-09 For a newgeneration

P.10-12 Keep on feelingyoung

P.13-17 Connecting andinforming people

AgiNg POPUlATiON


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May 2009Issue Twenty-nine

The Antennae Trends team at NewEdge +The Brewery carries out research in newdesign trends, ideas and creative thinking

- from global product innovation through tochanging consumer lifestyles.

The population in the West is rapidly aging,and this is changing our cultures and habits,and in turn affects the products that we needand desire at different points in our lives. Thisissue explores some of the products andtrends that are visible today.

If youd like to know more about TheAntennae team and our trends researchconsultancy or if you would like to commenton anything you have read in this issue,please email us at:

[email protected]


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Innovative products, and particularly technology,

are generally considered to be the preserve o the

young, but its at the other end o lies spectrum that

designers ace some o their biggest challenges and

greatest opportunities.

Older consumers now make up a huge swathe o

our population. The UK now has more people aged

over 60 than under 16, and by the 2030s more than a

quarter o the population will be over 60.

By 2030, people in their 60s will be the relative majority,

with greater spending power and leisure time than the

elderly have ever had. In the UK the over-50s already

control 80% o wealth.

However, tomorrows pensioners will not be like that

o today they will be tech savvy and with people

living longer they will have a much more youthul

outlook. The elders o tomorrow wish to stay young

both physically and emotionally, and that will relect

both in the products that they will buy and how and

where they will buy them.

The segments that the aging baby boomers it into

today will continue into the uture. Design should

address these varying tastes, desires, and needs

rather than create solutions that look like disability

aids.

Designing or those who are less able-bodied oten

engenders products and services that are better or

everyone the core o inclusive design. But it may

be that the elder market may not wish to have the

products that the young want, but they have dierent

needs and desires. The same technology could be

executed in very dierent ways i designed with the

varying age segments in mind. Those that meet these

needs will proit rom what is a rapidly growing market.

Aging marketplaceIn Western countries the population is rapidly aging


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Social networking has long been associated with the

younger generation by the mainstream media, though

this could soon change. Facebook, currently the most

popular social networking in the world, has recently

released igures showing that over 50% o its users

in the US are over 35 and that the astest growing

demographic is women aged 55 or more.

Is this is a growing trend amongst social networking

sites, and how does this eect how they are marketed

and run? Could this explosion o older users change

how younger consumers view particular sites?

The graying o certain social networking sites was

to be expected. For example, Facebook is already

saturated with the younger consumer set, so the only

area with growing room was the older demographic.

Although much slower at grasping social networking

than the younger generation, Baby Boomers (those

born between 1946-1964) are now ully embracing

popular consumer technology applications at around

20 times aster than younger consumers. Due to this,

social networking sites are now being looded withlarger marketing budgets, as brands try to reach out

to the lucrative dual income, no kids, demographic.

However, this could lead to massive turn o or

younger consumers, who will no longer associate

that networking site as cool or appealing. Although

sites like Facebook have huge consumer bases, it is

not unlikely that its core users, the 18-24 year olds,

would gravitate quickly onto another site, particularly i

the new site made it easy to transer contacts, photos

and so on. This could also lead to a more segmented

market, where speciic social networking sites are

tailored to particular age groups.

This is already emerging as a likely scenario, with both

Bebo and MySpace capturing the teen market well

with speciic unique selling points, such as music

and media downloads. On the other end o the age

scale, Linkedin has captured the 25-34 market, with a

considerable hold on the 35-44 market too.

By promoting itsel as a vital business tool, Linkedin

has made social networking a valuable asset to its

users. It has also ound considerable traction among

consumers in the current economic climate, as they

use Linkedin as a job searching or recruitment tool.

With the increase in marketing revenues due to an

increasingly older consumer base, could sites like

Facebook diversiy and split into more specialised,

Catching up with the kidsSocial networking sites fnally come o age as baby boomers embrace them

AboveThe Internet is now lledwith a plethora o social

networking sites


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age centric sister sites? In the last ew years, socialnetworking has seen a huge increase in specialised

and niche sites, such as Last.m and Flixster. It is not

inconceivable that sites such as Facebook will break

out into other small, more specialised sites, each one

containing more targeted marketing campaigns to

that particular demographic.

Perhaps just as surprising as the increase in baby

boomer consumers, is the stagnation o adoption by

the technologically savvy generation. For example,

last year participation in virtual worlds by this

consumer group ell 4%, and they consumed no

more video online as they did last year.

Could we be seeing the result o gross over-saturation

o technology or a particular consumer group? Will

the next ew years see a gradual decline, by the 18-

24 age group, in the participation o online social

networking?

Although this shit wont happen in the next couple

o years, there are substantial opportunities or

innovative social networking sites to capture the

consumer bleed rom some o the main networks,

such as Facebook and MySpace.

A new, cool take on social networking, with innovative

new eatures and design, and the ability to seamlessly

synch with mobile devices, could ind considerable

traction with the 18-24 age group who will be

desperate to ind their own sites, away rom Mum and

Dad. Conversely, the older generation are starting to

see sites that are ocused solely on their age range.

For example, the Australian social site About My Age

is aimed at those who are over 50.

Social networking is already a matured market, yetit still oers opportunities or innovative and market

ocused concepts that aim to capture certain

demographics. It is unlikely that there will be one

social networking site that will satisy the needs o all

ages, and so we should expect the next evolution o

these sites to ocus on retaining a particular consumer

group o an already large and diverse audience.

TopThe number o over 50s onsocial networking sites isgetting closer to the numbero under 25s

MiddleI a site becomes too grey,younger members couldmigrate

BottomAbout My Age is an Australiansite or over 50s only


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Children have always wanted to imitate their parents,

though with the rise o technology and its increasing

integration into our adult lives, children are seeking to

have a part o that liestyle too.

And some parents are only too willing to satisy

those needs. The trend or mobile phones that are

speciically designed or children has been gaining

momentum or a couple o years now. But could we

soon be seeing an evolution o this trend?

Children are already a powerul consumer market, as

any parent who has spent huge amounts o money

on must have trainers would testiy. It was only a

matter o time beore consumer electronics started to

target children as a viable market or their products.

Already in Britain more than a million children under

the age o 10 have a mobile phone.

The Apple iPhone also has apps designed speciically

or use by children, and although this could be or

parents to install on their phones or their children, it is

known that the iPhone is popular among the tweendemographic due to its multimedia capabilities. The

USA has had child centric phones or a little while now,

but the recent launch in Britain o the Firely phone has

brought the issue to the mainstream media.

The Firely phone is a small handset, designed

or children aged as young as our. It implements

extensive parental controls and includes just ive

buttons. The phone can only hold 20 contact

numbers and parents can set the phone up to reject

any incoming calls i they so wish.

Although the phone doesnt contain any dialling

unctions other than the predetermined contact

numbers that have been selected by the parents, child

and parent charities have been quick to condemn the

products. Many see them as a way or parents to eel

they can relax their responsibilities to their children, or

have an excuse as to not be around their children.

However, many manuacturers have marketed

their products as saety phones and not as mobile

phones. The Teddyone includes two SOS buttons

which, when pressed, automatically texts 3 numbers

in an emergency. The manuacturers o Teddyone

use various statistics to back up why such a product

should exist, noting that 78% o children admitted

that they elt saer with a mobile phone.

The manuacturers o Teddyone have also drawn

attention to the act that whilst a lot o the negative

aspects o mobile phone usage, such as bullying

The txt generationWhen is it too young or our children to have a mobile phone?

AboveThe Firefy phone is

developed especially withchildren in mind


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over text, raud scams or even phone thet, are viablereasons or a child not to have a phone, i the product

doesnt contain the eatures that attract unwanted

attention it can be useul and sae.

Although this is true, it is hard to imagine that many

children who are at an age to understand aesthetic

values, would want a phone shaped as a bear.

Some could argue that this would even be counter-

productive, with the child being bullied or having

such an unusual and eatureless phone.

Could this also apply to other consumer electronics?

I, or example, laptops were to be heavily restricted in

their eatures as to make them unattractive to would-

be thieves or impenetrable to unwanted attention,

would parents buy their toddlers one?

Children are ast becoming adept at using the

Internet and utilising computers or all sorts o

school and personal work. Introducing them sooner

to technology would almost be a natural course o

action. This has already been used by big technology

brands to ind traction amongst amilies.

For example, Microsot has released an advertisingcampaign using children under the tagline Im PC.

The adverts show how children using the Microsot

package to create movies, and other multimedia.

Whilst trying to demonstrate that the Microsot OS is

easy enough to be used by children, it also shows

that the needs o the amily as a whole, including

the young children, should be actored into such a

purchasing decision.

Expect to see an increase in products and technology

or children that are seen as just the preserve o

adults. With children having such strong, indirect,purchasing power, brands will be looking at them to

buy cost eective, dumb products that are similar to

their standard adult product range.

Top

Children are being introducedto mobile technology earlier intheir lives than ever beore

BottomTeddyphone


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One o the biggest rebrands o the decade was

revealed earlier this year the revamp o Pepsis design

and identities, initiated in light o the decrease in sales

between 2% and 5% in various beverage categories.

The carbonated industry was last hot in the 1990s,

but has been in gradual decline in the 2000s, with

the rise in bottled water and juice drinks, and as the

economic slowdown continues to pressure the North

American liquid rereshment beverage category.

The new logo is Pepsis 11th in its 110-year history.

Five logos have been introduced in the past 21 years,

with the last update in 2002.

Pepsi repeatedly rebrand themselves with youth-

orientated strategies, and it has given them continued

success over their long-history. Since the rapid

rebrands have occurred since the 1960s, when Coca-

Cola outsold Pepsi ive to one, they have managed to

close the gap to two to one.

In 1963 Pepsi launched the advertising campaign

Youre in the Pepsi Generation, and later For thosewho think young, aimed at enticing young Baby

Boomers. In 1984 Pepsi launched the campaign

The Choice o a New Generation, and in 1997 they

introduced GenerationNext.

This year Pepsi launched More Happy, and although

not generational in word it has a youth-orientated eel

with package designs, advertising and websites that

are un and playul.

Designed or the new generation who are immersed

in digital media, the new branding adapts to all

ormats. The three-dimensional globe adapts, and

is not a static two-dimensional logo that would have

been limited in the past to printed media.

The new global look launched with new package

designs across cans and bottles, and across all

marketing and communication mediums. The

designers have helped build the relationship between

Pepsi and its youth audience.

As it was in the 60s, Pepsis new design is in sync

with the times. The new branding is airy, minimal, and

quiet. Coca-Colas recent redesign is also simpler,

cleaner, and stronger than its previous incarnation.

Cokes and Pepsis new designs make it clear that

were in a new era o ultra-clean brand design. Theseproducts stand out on cluttered shelves by virtue o

their white space. However, Coca-Colas design is

classical harking back to their heritage, whilst Pepsis

is looking orward to a new generation o drinkers.

For a new generationPepsis new identity is keeping them young

AbovePepsis 2009

product amily


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The white band in the middle o the logo willnow loosely orm a series o smiles. A smile will

characterise brand Pepsi, while a grin is used or

Diet Pepsi and a laugh is used or Pepsi Max.

Frank Cooper, Pepsis VP Portolio Brands, stated

We elt like, as we move out o this traditional mass

marketing and mass distribution era into todays

culture, theres an opportunity to bring humanity

back, both in terms o the design but also in the way

we engage consumers, by making the logo more

dynamic and more alive.

The new variable nature o the marque is a new

and innovative way to use a brands core element,

and has been developed in the hope that the brand

will remain relevant into the uture. However, many

corporate rebrands have ailed in the past, and could

Pepsi lose their core customers by trying to gain new

ones?

Ater its package redesign, sales o the Tropicana Pure

Premium line plummeted 20% in the irst two months

ater launch. The design was conusing and generic.

In addition to the all in sales Tropicana received a

large number o complaints, and they brought backthe old moti o an orange with a straw sticking out

o it. The moti resonated with Tropicanas customers.

It is important that brands stay relevant in the uture

by innovating, and changing with the times. But

brands must consider their current customers, whilst

trying to gain market share with new customers.

It is also important to not be over-revolutionary in

embracing new medium as to orget the core. Have

Pepsi developed an identity that works best digitally

rather than in-store?

AbovePepsis changing identity rom

1898 - 2009

BelowThe old and new identities o

both Coca-Cola and Pepsi


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Mens skin care has been a booming market or thelast decade, with increases in sales year on year,

and with increasing numbers o product launches

every year. However, recently a sector in this market

has been making startling gains in sales, with major

cosmetic brands ploughing considerable unds into

new product development that area being anti-

aging cosmetics or men. Without a stigma attached

to men who pursue youth as being less masculine,

how big can this market get? And how ar are men

willing to go to look younger?

At the start o the decade, anti-aging products

or men were ew and ar between, and usually

consisted o premium, niche products that were

ound in boutique or premium stores. By 2007 anti-

aging or men consisted o 20% o all US male skin

care sales. Now big cosmetic brands like Neutogena,

LOreal, Clarins, Bulgari and Aveda have a strong

presence in the market. Anti-aging is also seen as a

big opportunity or premium products and brands, as

the typical consumer has a considerable disposable

income and discerning purchasing habits.

The cosmetic products that leverage their scientiic

and clinical credentials ind more traction amonga consumer group that uses statistics and acts

to judge i they can trust a product, and make an

inormed purchasing decision. Brands are also luring

men with strong, powerul messages, evident in their

marketing language.

Despite having very similar active ingredients as their

emale counterparts, male anti-aging products are

marketed at preventing the signs o age, ighting

and deending against the physical signs o aging

all very powerul, orceul messages compared to the

language used in womens cosmetics.

One o the largest barriers to mens anti-aging

products becoming more popular was the

accessibility o such products. Until recently, men

had to buy such products rom womens counters

in department stores, which was seen as a massive

consumer turn o, and deterred many rom making

the purchase. With the introduction o men centric

cosmetic counters in many department stores, sales

were stimulated considerably and new product lines

released. But what else has drawn men into using

anti-aging products, and why this sudden explosion

in interest?

One reason is that many o the irst generation o

metrosexuals that were originally targeted by the

cosmetics industry have now reached an age where

Age is only skin deep...The mens grooming market is maturing - and so are its consumers and their needs

TopLOreal or men has anextensive range o anti-agingproducts

BottomA th o all Botox injectionsin the UK are or men


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they eel they require products that prevent themlooking older. And with this consumer group having

such strong purchasing power, cosmetic brands were

keen to satisy their needs. Although many cosmetic

brands were slow to react to the maturity o the male

grooming market, once they did it was easy or men

to buy anti-aging products, and at a variety o price

points.

Many brands, such as LOreal, have just extended

their male product lines to now include anti-aging

products. LOreal has increased its moisturising line

to include products that de-crease wrinkles, and

a lot o products that revitalise and re-energise.

Rather than mentioning age, LOreal uses the subtle

messages o tiredness and waking-up to connect

with consumers.

And how much urther will men go to look younger?

As ar as women it would seem. Male only spas

are on the increase, with treatments and products

speciically engineered or the male body. Being able

to pamper onesel or a day is no longer seen as just

the preserve o women.

Although plastic surgery still has a predominantlyemale consumer base, men are increasing their

market share year on year, without any signs o

slowing up, despite the recent economic climate.

Botox has been particularly popular, with usage

tripling with men in the US between 2001 and 2007, toover 300,000 consumers. A ith o all Botox patients

in the UK are men. With men eeling that a more

inscrutable, expressionless ace enhances authority in

the boardroom, demand or Botox has risen steadily.

Most men who use Botox use it to remove vertical

lines between their eyebrows and to smooth out

horizontal creases on their orehead. A vast majority

o men that use the technique also supplement the

treatment with anti-aging products, eeling that a day-

to-day treatment is as important as having an injection

in the ace every our months.

Will cosmetic brands go as ar as to release

supplementary products to be used in conjunction

with Botox? Although unlikely, it is highly probable

that mens anti aging products will become more and

more potent, seeking to satisy the needs o a very

demanding consumer market.

The obvious purchasing power o the mature male

grooming market presents rich rewards or those

brands that want to develop innovative products,

which communicate well with the consumer. Without

an in depth understanding o the market and o theconsumer, the brand message wont be able to ind

traction among the male grooming market, no matter

how innovative the product is.

BottomAnti-aging products or menare now common place indrug stores


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The age boom isnt on the horizon anymore. The

eldest o the baby boomer generation are already in

their 60s, and the size o the elder population is rapidly

accelerating.

The biggest problems acing packaging designers

are ease-o-use and label legibility. Aging consumers

gravitate towards easy-to-use packs - senior sensitive

designs allow these consumers to continue their lie as

beore, seeking products that make them eel young,

whilst avoiding products that make them eel old.

Within the last year we have seen many packaging

introductions that are attractive to the elderly

population, and have helped to boost sales.

Many retailers and FMCG brands have shited

their packaging away rom diicult to open blister

packs albeit rom a sustainable perspective, but

the consumer advantages are clear. Amazons

Frustration-Free Packaging initiative ocuses

on diminishing wrap-rage the rustration that

consumers have when trying to open impenetrablepacks.

Its clear that Amazon and its Frustration-Free

Packaging partners are not only reducing headaches

or customers, but also reducing the amount o waste

that goes to landill. The manuacturers are producing

products that have been designed to ship in their

original containers, directly to the customer.

Clamshell packs may deter thieves in-store, but with

the growing purchases online there is no need or

such a security measure. In addition to improving the

shopping experience (the second moment o truth),

the initiative is aiming to beneit the environment.

Streamlined packaging equates to ewer non-

recyclable materials used, smaller boxes, less space

taken up in a delivery truck and less uel consumed.

That means shorter waiting time between ordering

and receiving items.

Many other packaging initiatives will need to be

introduced to ensure that their products and brands

are easy to use or all.

Packaging for allThe development o inclusive and universal packaging designs

AboveOpening blister packs can

oten be a rustration


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In Europe and the USA we are about to experience

a consumer diagnostic revolution. With advances

in technology coupled with increased consumer

demand or inormation, we could be on the verge

o an explosive new market in consumer-based

diagnostic products. It is predicted that home health

monitoring and telemedicine will grow to a $7.7 billion

market by 2012 rom a $3 billion market today.

This growth will be inluenced by the large increase in

population within the elderly category who are part o

the internet generation those that understand and

desire greater connectivity and inormation, and wish

to actively play a role in their health care. The growth

could reduce pressure on the healthcare system.

Wireless medical devices that connect patients

to doctors and online applications oer improved

compliance, better outcomes, and reduced long-term

treatment costs.

At the moment the worldwide consumer diagnostics

sector is predominantly ocused on glucose andpregnancy testing. However, with the prevalence

o conditions such as cardiovascular disease, high

cholesterol and obesity there is a major commercial

opportunity and patient beneit or in-home testing

and monitoring. By making positive changes to

their liestyles, as the result o early identiication and

subsequent monitoring, patients can eliminate or

better manage these conditions.

Last month Cambridge Consultants previewed its

connected patient concept to lie with a low-cost

wireless platorm that lets medical devices deliver

readings to a central monitor located at home, or

to an online health record such as Google Health or

Microsot Health Vault. The Vena respirator is a demo

unit that connects via smartphone or computer to

help keep track o when its being used, and can

provide reminders or patients who need to scheduled

doses. The system could also help acilitate the

early detection o problems and lead to proactive

intervention.

The inormation can be sent to relevant doctors and

anonymously to health care specialists to mine the

data and ind trends. Both patient and health care

specialists can access the secure inormation to

monitor progress and connect with one another.

Other enabled devices are in the pipe-line that will

connect patients and doctors similarly. Connecting the

patient and their therapy with the broader healthcare

Connected patientThe consumer diagnostic revolution is coming

AboveCambridge Consultants are

developing new technologieswithin diagnostics

cambridgeconsultants.com


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community makes possible a number o other newand valuable applications that would support the

patient, and ensure proper monitoring and treatment.

Parents, children o elderly, or carers can monitor

compliance and be alerted i a therapy is not being

ollowed correctly. Patients can link into consumer

healthcare communities, and share inormation or get

encouragement rom others.

In April this year Intel and GE announced an alliance

to develop technology to help care or the elderly and

chronically ill in their homes. The Intel Health Guide

will help patients track their health and provide data

about their condition to their health care provider.

A prototype named Arlington is being tested

that oers reminders to take medication, a social-

networking program to connect to people in a similar

predicament, and games to help keep the mind

active.

For commercial success, diagnostic irms will have to

understand consumer needs, by collaborating with

consumer companies and designers.

It is important that these devices not only diagnose,

but they oer actionable advice and support. Theresults o any diagnostic should be presented in a way

that will allow easy interpretation and an appropriate

action suggested.

There are already a number o consumer products

on the market in the health and wellbeing category

that assist consumers to live healthily. MiLie and

Nike + Apple are prominent examples o where

simple diagnostics and inormation can help improve

liestyles, by giving personal eedback and advise.

Successul collaborations between key players romthe pharmaceutical, diagnostics and consumer

sectors will create a powerul and convincing oering

or consumers. New products need to be simple,

reliable and produce an actionable result. These

innovations will assist the aging population to live

better and or longer, whilst reducing costs on a

health care system that has not readily provisioned

or a more dependent population.

TopVena inhalerwww.cambridgeconsultants.com

MiddleNike Sportbandnikeplus.nike.com

BottomIntel Health Guidewww.intel.com/healthcare


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Although, attempting conception later can lead toproblems, 40% o the time the problem lies with

the man, and with men notoriously un-inclined to

visit their practitioner there is now a home testing kit

or determining male ertility, which gives results in

minutes. The Element is expected to be as appealing

to women as it is to men, as many women may end

up buying it or their partners.

When older couples do conceive, and eventually

become parents they have saved up more money,

which has resulted in the market illing with designer

products or mums to purchase.

Despite the downturn in the economy, spending

on children appears to be unaected Mothercare

recently reported a ten-old increase on a year ago.

The pram is increasingly a premium purchase, with a

recent study inding 12% o women saying that they

regard them as status symbols. The pram is what

they are seen out with, and as such it has become

an accessory. A decade ago it was rare or prams

or strollers to retail or over a thousand dollars, but

now sales in that range are a daily occurrence. Many

parents have more than one, or dierent roles.

The trend extends beyond prams with a ith o the

respondents to the survey stating that parents want

their children to wear clothes that matched their own.

With better ertility treatments, and better diagnostics

to assist parents in understanding the right time or

them to conceive the trend or premium products or

parents is only likely to continue.

ImagesTaga bicycle / pram

www.taga.nl


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In summary the average age of the populationin the West will continue to increase and as itdoes, will begin to affect society as a whole.

The elderly of tomorrow will not be like theelderly of today - they are from the internetage, and desire products and brands thatmeet their needs and desires as well as theyhave done in the past. A large percentage ofthe population, and as such spending power,are in the elder category and as a result it isimportant that companies and brands stay intouch.

If youd like to know more about TheAntennae team and our trends researchconsultancy or if you would like to see howwe can help you with any of the trendsemerging from this issue, please email us at:

[email protected]

Our aging society


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Copyright 2009 The Brewery Limited & New Edge Inc.

All rights reserved.This document/presentation and its entire content, both physicallyand intellectually, is the property o The Brewery Limited & New

Edge Inc. It may not be copied, amended or distributed, in anyorm, without the prior permission, in writing rom The BreweryLimited & New Edge Inc. It may not be shown to any third partieswithout the express permission o The Brewery Limited & NewEdge Inc. in writing. This document/presentation remains theproperty o The Brewery Limited & New Edge Inc. and must bereturned upon demand.

LondonRichmond Brewery Stores

18 Petersham Road Richmond

London TW10 6UW UK

T +44 (0)20 8439 8400

Seattle

155 108th Ave NewEdge

Suite 704

Bellevue

WA 98004 USA

T +1 425 274 9700

W:www.newedge-thebrewery.com


[email protected]

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