Universal Design:

A Marketing Challenge
No one is old. We all have an age. No one is disabled. We just have different and distinct abilities.

hangs in the balance. We are actually made unable, by design and by the failure to communicate brands thoughtfully. Consider the case of a respondent known to us (due disclosure: author Pattie Moores mother.) She is 78 years of age, the holder of a PhD in Mathematics, and one who has yet to utilize the services of a CashPoint/ATM as she is quite concerned she will strike the wrong button and do irreparable damage to her bank account. This is not uncommon. The features on a mobile telephone that lead some of us to make a purchase decision are often the same ones that can cause another to freeze in fear. By focusing on one, we lose the other. Rather than dwell upon the differences between consumers, on the separation between the young and the old, on the able and disabled, we should concentrate on finding the commonalities, on creating Universal designs. Imagine a world in which every industry can lay claim to every person on the globe as a potential customer, with a design, development, and communication agenda of inclusivity. While some might insist that there is no means by which a brand can meet the specific desires and requirements of all people equally, it is a noble goal and so we have mandate that we try. Examples of true Universality by design are still the exception and not the rule. But they do exist, and provide inspiration. There are simple applications of existing knowledge, such as stylish paddles instead of doorknobs for arthritic hands. There are truly inspired design successes, like the OXO Good Grip brand, one that many consumers prefer without ever knowing the underlying Universal design philosophy of making the kitchen a safer and more comfortable place for all. And there are the accidental successes, like Chryslers PT Cruiser, which combined popular styling with improved access. With an ever-more varied population worldwide for our brands, the need for inclusivity in design Universal Design has never been more critical. Until we broaden our attitudes and perceptions of the norm to reflect todays changing reality, we will continue to create safe passages only for some consumers (the ones most like us) and roadblocks for many others and lock ourselves out of profitable relationships between our brands and many consumers.

Weve all heard the comments: Those people dont spend any money. Those people dont try new brands. We dont design products for those people. Those people. Those people? Old people.

How is it possible that even today research is conducted, products are designed, and creative messages are delivered without considering ALL potential consumers? Why do we in the marketing community regularly eliminate potential consumers for what we perceive they cant do, without investigating? It would appear we frequently do little more than lazily perpetuate myths and misconceptions, and fail to meet universal consumer needs. By erroneously asserting that some people, because of their age, body form, or functional range should be disassociated from market research or ignored on a media messageing basis, we fail to provide the necessary foundation for meeting unfulfilled consumer desires the foundations of brand-building. The false stereotypes shrouding age and ability have created powerful euphemisms that thwart even the best of intentions. When we insist on categorizing people as either young or old, or perhaps even disabled, we create falsely conflicting camps for attention and action. No one is old. We all have an age. No one is disabled. We just have different and distinct abilities. Over 30 million Americans are over the age of 65 [13%

of the USA population], and by 2030, those people will number 21% of the total population. One in three Americans can be described as coping and living with a cognitive or physical condition which creates a need for compensatory means to achieve the activities of daily life. And the entire population lives and works with family and friends whose lives are defined by issues of age or ability. The US, while sizable, is not alone. Many nations are experiencing the effects of an ageing population. For the first time in history, five generations are living simultaneously. Communities, families, and individuals are adjusting as best they can, cobbling together solutions. Lets not confuse true disability with universal needs, however. As long as chronic health conditions and the effects of disease and injury create consumers who might use wheels to walk, eyes to hear, and fingers to see, there will always be a place for specific products and environmental compensations that are not intended for the general public. However, the process of ageing itself is universal. When these familiar and predictable physical changes combine with everyday challenges, our quality of life, our autonomy and independence,

Dr. Pattie Moore FIDSA & Brian McMahon IDSA Flamingo New York

26

27