Your questions answered

Still not convinced about the importance of inclusivity? Roger Coleman answers some frequently asked questions about inclusive design

Why should my company be interested in older consumers?
The unprecedented growth in the proportion of older people worldwide will have a significant impact on consumer markets and your bottom line.

Are other companies taking the issue seriously? 
Yes. Companies such as Saga, Zurich, the Prudential and others in financial services already market successful products. B&Q, Ford UK, Waitrose, Unilever and Tesco have taken relevant action. Similar developments are evident especially in Japan, the US and across Europe.

Are there any professional/business organisations I could get involved with?
Yes: the Employers' Forum on Disability has nearly 400 members - including Abbey National, Barclays, the BBC and HSBC - who, together, employ some 20% of the UK workforce. Its objectives are to make it easier to employ disabled people and serve disabled customers by sharing best practices.

Is my company affected by the Disability Discrimination Act (DDA)? If so, what does this require of us? 
The DDA 1995 applies to public authorities, charities, professional bodies, private agencies and individuals, and all employers of more than 15 people. Since December 1996, it has been unlawful to treat disabled people less favourably in employment, the provision of goods, facilities, services, and letting premises, whether charged for or offered free. From October 1999, service providers were required to make reasonable adjustments for disabled people by changing policies and practices and the way services are provided. Since 2004, service providers have been required to make reasonable adjustments to their premises and remove physical barriers. Information including that provided online should also be provided in an accessible form.

That's not our target market. Why should I take an interest?
Even if you are a manufacturer of children's toys or a retailer of children's clothes, an important sector of your consumer base will be older people - grandparents in particular.

Markets that target older customers are expanding, while those targeting younger customers are shrinking. When markets contract, more effort is required just to stand still. In expanding markets, sales volume tends to increase even when your market share remains constant. Ensuring your brand has appeal to both older and younger people is a key strategy for maintaining and enhancing turnover, market share and presence on the high street.

If my brand is associated with old people or disabled people won't it put the rest off? 
Don't position your brand as an 'oldie' or 'disabled' brand. Older and disabled people are not from another planet: - their needs and lifestyle aspirations are similar to the rest of the population. Your brand is more likely to succeed if it is also age- and ability aware, and delivers on the aspirational/desirability front through effective design, good styling and youthful appeal.

How do I convince my board? 
Your company cannot afford to be complacent. There are two key arguments. First the carrot: the demographics are very convincing, inescapable and absolutely reliable, making a very strong market case. Next the stick: companies ignore the growing legislative momentum at their peril.

It is important to see 'inclusivity' on a par with 'quality', as a company-wide approach that will enhance your consumer offer and the public perception of your company. Getting this right will give you competitive advantage and protect you from costly legal action and adverse publicity.

What practical steps can I take to begin the process of transformation?
Initiate an audit of the company's current products, practices and work environments, and communications. Seek the assistance of appropriate experts/consultants in accessibility/usability. Prepare a report identifying the potential for improvement, innovation and competitive advantage.

How do I brief my designers?
Show your designers what other companies (including your competitors) are doing or have achieved. Ask them to see what can be learnt from exemplary design consultancies. Involve designers in the audit process and ensure that they see the importance of an appropriate response from both legal and market perspectives. Encourage them to make contact with user organisations and initiate their own user organisations, establish user forums and generate other user-involvement initiatives. Make sure they have access to appropriate design tools and techniques.