Based on the linked source; automatically prepared and checked against the original report.
Research gaps
The report says older adults are often excluded from research, particularly healthcare studies and clinical trials. Only 15 per cent of UK health research participants recruited over the past five years were aged above 75, despite this group’s frequent use of medicines, devices and healthcare interventions. It also criticises treating everyone aged 65 and over as one category, which can obscure differences in health, finances, abilities and lifestyles.
Design and independence
The findings identify consequences across housing, mobility, healthcare and technology. Products aimed at older people may use medicalised designs rather than combining function with attractive styling. The report also highlights pedestrian crossings timed around an average walking speed that exceeds many older people’s pace, alongside difficult food packaging and medicine blister packs. Such barriers can increase reliance on assistance and hinder independent living.
Commercial implications
People aged 50 and over account for more than half of household consumer spending, yet the report says they remain underrepresented in advertising, commercial research and product development. It recommends more detailed research that separates age groups and considers ability, health, finances and social circumstances. For assistive technology and independent living suppliers, the findings emphasise involving older consumers directly in product development and testing rather than relying on age-based assumptions.
