A world where a significant number – sometimes the majority – of people are ‘old’ and exhibiting the results of ageing is something nobody has experienced. This is our future.
Products, services, buildings, cities, digital applications are designed for the young by the young. This worked well when the designers and users were the same age. Not any more.
Being AF demands we see start seeing the world for what it is (ageing) rather than through the youth-centric eyes of our designers, marketers and policy makers.
This case study is based on a visit to Daiei supermarket in a suburb of Tokyo and shows some innovations that respond to the needs of their ageing customers.