Through Other EyesAn Experiential Training Workshop

Thursday 28th June 2012Tavis House1-6 Tavistock SquareLondonWC1H 9NA

Agenda - Morning

09:00 Registration

09:30 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network

09:45 Jane Barmer, Development Manager, Age UK TrainingWorkshop Briefing and Preparation

10:15 “Through Other Eyes” Experience, which includes a short walk to the UCL ICT Suite

11:35 Refreshments in Tavis House

11:45 Debrief and Plenary Session, contextualising the Learning Experience

12:45 Lunch for both the morning and afternoon workshops delegates

13:30 Close

Agenda - Afternoon

12:45 Registration and Lunch for afternoon delegates

13:30 Close for Morning delegates

13:30 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network

13:45 Jane Barmer, Development Manager, Age UK TrainingWorkshop Briefing and Preparation

14:15 “Through Other Eyes” Experience, which includes a short walk to the UCL ICT Suite

15:35 Refreshments in Tavis House

15:45 Debrief and Plenary Session, contextualising the Learning Experience

16:45 Close

Welcome

Ian Rutter – Senior Manager, Engage Business Network

Housekeeping:

Fire Alarm Test at Midday

Video Recording of the sessions

Business Context

"Green man 'too fast for slow elderly'“ (BBC News June 2012)

Dr Laura Asher, report leader and public health expert at University College London, said: "Walking is an important activity for older people as it provides regular exercise and direct health benefits.

"Being unable to cross a road may deter them from walking, reducing their access to social contacts and interaction, local health services and shops that are all important in day-to-day life."

Business Context

“Marketers Should Consider Packaging When Reaching Older Consumers” (PRS Research)

Marketers of consumer goods know that packaging is key to increasing and maintaining sales. So what's being done in research, development and deployment of packaging targeted specifically at the largest and most moneyed demographics -- Boomers and Seniors?

"The irony is, anything you do for the older demographic would work well for everybody."

Business Context

Lansley watched in embarrassment while a blind person tried to place an order. "After half an hour he hadn't managed to put anything in the shopping cart," says Lansley. "So I banged my fist on the table and said: 'I'm so sorry. This is dreadful.' I made a promise that I would change the site and walked out of the building a changed person. This was an example of one of the people who could benefit most from home shopping and he couldn't use it."

“Not only do we get the satisfaction of doing the right thing, but it's a great market opportunity in its own right.”

Many fully-sighted people find Tesco's Access site easier to use than other sites. The site now attracts a much wider audience, spending £13 million a year.

The Marketplace

• The over 50’s account for 80% of the UK’s wealth:

£300 billion

• Total annual spending by households including someone aged 65+:

£109 billion

• Percentage of people aged 65+ who think businesses have little interest in the consumer needs of older people:

39%