For the first time ever there are more people aged over 65 than under 18 in the UK. This trend is set to continue with
the older population predicted to increase by 70% over the next 30 years.

There are, reportedly, 20 million people aged over 50 in the UK and when you consider that 80% of the UK's total wealth and 80% of UK home ownership is held by people in this age group, isn't it business sense that the kbb industry should be making them their key target?

The 50+ market is statistically the biggest sector of consumers in the UK, but too many businesses are missing out on the lucrative aspect because it's not a sexy enough market.

One company who has been quick to recognise this niche market is Saga. The company began as a travel agent for the over 50s, organising cruises and package holidays, but were quick to capitalise on the 'grey pound' spending power. As a result the company has seen signifi cant growth and now offers the over 50s a wide range of financial services such as home, car and private medical insurance, credit cards and money saving options. In monetary terms, Saga's operating profi ts were reported to have more than trebled in five years to £130m in 2006.

And Saga isn't the only company to realise the significant potential of the grey pound. Take Marks & Spencer and L'Oreal, for example. They are two of the biggest, prominent and most infl uential companies in the world, who have recognised that targeting the growing number of older consumers globally makes perfect business sense. They have integrated well-known faces of famous older women such as Andy MacDowell, 50, Twiggy, 59, and Jane Fonda,
71, to advertise and promote their products alongside younger models, successfully making their products appeal to a wider audience.

So why do businesses in the kbb sector seem reluctant to gain sales from this growing market? Traditionally the kbb industry directs its products and marketing campaigns at wealthy, young professionals - the type of people believed
to own stylish riverside apartments or luxury houses with the kind of disposable income and lifestyle we all aspire to. The harsh reality is that not enough of these people exist, particularly in the current state of the UK's economy, and it's actually people in their 50s, or older, that own such properties and have the money, time and inclination to spend it on interior design and renovation projects.

Older consumers

The majority of people who fall into the 50+ age bracket own their own homes, with the highest percentage likely to own the property outright, therefore giving them the highest proportion of disposable income. The fact is that this is a signifi cant, yet relatively undiscovered market in terms of the kbb industry and to gain a slice of the action the industry needs to make more of an effort to recognise this and attract older consumers or risk losing out on a share of the multi-billion, grey pound market.

"Our ageing population's spending power should not be underestimated, nor should their thirst for well-designed, great- looking products," says Natalie York, Roper Rhodes' communications manager. "This age group do not
consider themselves as old, far from it, and the demands they are makingfor bathroom products that suit their needs and aspirations should be taken very seriously."

The 50+ generation are most likely to have reached the peak of their earning power and have probably bought their last home. They will be looking to invest in their property and potentially be looking to install the last kitchen or
bathroom that they'll need in their lifetime. In stark contrast, younger consumers who do have money to spend are more than likely looking for a quick-fix bathroom for their first or second home.

Eventually their plans will include moving to a new property and they are unlikely to want to invest heavily in the products and services they use because they understand that their plans will change.

First of all though, it's about recognising the type of people who make up this sector. Most importantly, we're not talking
about people who class themselves as disabled or special needs, but a group of people who want a simpler life, just like the rest of us, who have high standards in terms of quality and design.

Bearing age in mind, there are factors that the 50+ sector should be considering and it's the retailer's job to point them out. Nobody likes to think of themselves as getting older but according to experts our body begins to deteriorate at 21, so the vast majority of the consumers visiting showrooms to purchase a kitchen or bathroom will already be experiencing the ageing process in some form or another.

The most obvious areas to consider in those aged 50+ is deterioration in muscle strength, joint limitations, general mobility issues, poor grip, failing eye sight and hearing.

Products

The fact is that most kbb showrooms will already be selling what we refer to as 'inclusive design' products. But if the retailers aren't familiar with the term then they probably aren't aware that they are. So, what kind of products are we
talking about? Here are a few examples of the type of mainstream products we are talking about that are available on the market and have inclusive design features.

Low-level shower trays
If they are too high, shower trays can be as inconvenient as stepping into a bath for people with arthritis or general joint problems. Low-level trays eliminate the need to step in or out of the shower enclosure. Instead users can glide in almost effortlessly. There are obvious benefi ts for those with young children too.

Digital shower controls
Shower controls are notoriously difficult to use when the control is dry, let alone when it gets wet, and for people experiencing poor grip they can be nigh-on impossible to operate. Digital shower controls are the perfect solution as they can be controlled by a push button and positioned to suit the needs of individual users. Some may also be
controlled via a remote source.

Lever controlled taps
Lever controlled taps are perfect for those who suffer with arthritis or have low muscle strength in their wrist or hand. Levers can be pushed on or off by an elbow or any part of the body unlike taps with twist controls that can be diffi cult to use.

Wall-hung sanitaryware
The task of sitting down or getting up from a toilet can be extremely difficult if you suffer with stiff or painful limbs. Wall-hung sanitaryware can be positioned at a height to suit individual needs, therefore making the process easier and less painful for those in pain or less of a task for those who aren't.

Induction hobs
Induction hobs with touch controls are easier for all age groups as there are no awkward knob controls. Panoramic
hobs are also far safer as they eliminate the need to reach over hot zones with heavy pans.

Large pull-out drawers
Pull-out drawers are replacing cupboards in the kitchen and these make life easier for everyone. Cupboards with vast spaces are awkward and nigh-on impossible to see into especially if you can't bend down or reach up high.

The definition of the term inclusive design has caused some confusion and misunderstanding, so lets clarify what
we mean by it. The Royal College of Art Helen Hamlyn research centre provides a focus for people-centred design
and innovation and it defines the phrase inclusive design as 'a general approach to designing in which designers
ensure that their products and services address the needs of the widest possible audience, irrespective of age or ability.'

For the record, this is not about getting kbb retailers to share in a chunk of the specialist or disabled market, unless they already do so. It is about pointing out how they can benefit financially from taking the products and services they already offer and moulding them into a package more focused to suit people aged 50 or over. It's about educating those customers on their growing needs, and pointing out the subtle design aspects of products that consider
the needs of this growing, and most importantly, wealthy market. Baby boomers.

The 50+ market can be split into three signifi cant categories:

42-52-year-olds
This group starts just outside of the 50+ sector, and are known as the sandwich generation. These people are likely to still have children living at home and possibly still have their own, elderly, parents to look after.

52-62-year-olds
These are the main boomers and, in terms of inclusive design, they are the core audience you should be targeting. They are the Peter Pan generation who don't see themselves as old and certainly don't want to acknowledge that they are ageing. They will probably need their growing needs pointed out to them.Most importantly, in terms of business, they have money to spend and are willing to spend it on quality goods and services.

62+ year-olds
People aged 62 and over are known as the infi nity generation. This category can be sub-divided into two separate groups. The 62-75 year olds, are likely to recognise the fact that they are older, but still want the kind of products the 52-62 group are buying. They have spare cash and are possibly the easiest group to sway in terms of products and
services as they are generally open to suggestions.

The 75+ group are the true veterans. This group understand their needs and will be looking for products to make their lives easier around the home. They are unlikely to be design or style orientated and will be happy with any product as
long as it is designed to help them.

The kbb industry A study carried out by the Design Council found that 2.7 million people aged over 50 have stopped
buying certain products because they find them diffi cult to use. The key is for manufacturers to recognise the needs of these consumers and make them a key consideration in the design process - a thought echoed by David Osborne, md of Roman. "The most important factor in terms of inclusive design is ensuring the product design is suitable
for all," he explains. "Creating a product design that everybody can use, while still keeping in line with modern trends, is key to capturing the 50+ audience."

It's essential that the industry doesn't lose sight of the meaning of the term inclusive design and understands that the key principal is promoting fl exibility, in terms of the products and the overall layout of the room, so that it appeals to
a much broader audience.

"The design has to be all encompassing and ensure that the whole appliance package meets the demands of the
lifecycle of the owner, not just in age but in the timeline of a family growing up," says Stuart Frost, product marketing manager, Maytag UK. "An appliance designed for longevity has to satisfy the demands of an emerging, developing and growing family and means it has to be customised and remain fl exible." According to Alison Wright, md of Easy Living home, an interior design agency specialising in the inclusive sector, the kbb industry is missing out on the spending power of the 50+ market because it lacks understanding of the term inclusive design and what it means in terms of product development. "Kitchen and bathrooms are the key areas where older people have the most difficulties," she says.

"But by misunderstanding the meaning of the term inclusive design they are narrowing their market and missing out on huge fi nancial rewards." Bathrooms and kitchens are notoriously hazardous places for people of any age but add poor grip, bad eyesight and mobility diffi culties to slippery surfaces or food preparation areas and it's an accident waiting to happen. On the other end of the spectrum the same areas need to be considered for people with young
families and this is where inclusive design comes in. "Many of the measures which are put in place in an 'inclusive' bathroom design can be promoted not only to those with special needs, but also as a sensible, safe family bathroom," adds Rob Jull, md RAK.

The future of inclusive design

Inclusive design can be achieved  "through understanding some basic principals, such as the physical aspects of key user interactive components," says Ian Johnstone of Glen Dimplex design centre. "For example, clearance and easy grip sections on handles, easy to view and understand product graphics, control knobs that are easy to grip and turn, and technology display features that are easy to view."

There are products within both the kitchen and bathroom industries that meet some or all of the criteria for inclusive design but there are key areas that need closer attention such as the need to find the right balance between functionality and style. "As the 50+ population grows, so too does the need for kitchen retailers and appliance manufacturers to develop product ranges that are more ergonomically suited to this audience," says Henneke Duistermaat, director of marketing, Britannia.

"That's not to say that the aesthetics are any less important. Certainly while mobility issues need to be addressed, these purchasers are still very discerning and do not want to compromise on style."

As Alison Wright points out, perhaps the biggest task ahead of manufacturers is finding the best way to market these products. "Marketing departments are simply not getting the right message across with the advertising campaigns and images they use, and this is confusing the retail sector," she says. "We need images that show able-bodied people in their 50s or 60s pictured using the same kitchen and bathroom products used by younger generations so that there is no confl icting message."

It's simple: the message behind inclusive design is not only extremely important but a very positive one too. In terms of retailers the future is entirely in their hands. It's a matter of choice whether they go in pursuit of the grey pound and make a point of educating consumers or not. But with an uneasy economy to deal with, kbb retailers would be foolish
to miss out on the chance of sales in this potentially profi table market.

"Retailers must have a greater awareness of how they can appeal to this sector and the opportunities it presents," concludes Jason Grinton, UK and Ireland business manager of Pronorm. "Inclusive design has unstoppable momentum and in the current economic climate the grey pound is a safer bet than any."