By 2050, 34% of the population will be aged over 60 in Europe alone. Life expectancy is increasing and design will need to cater for an older population that will doubtlessly have reduced or weaker functional capacity – and will therefore be in need of support – but will be no less discerning in terms of aesthetic taste. The over 50s – the so-called baby boomers – are in fact an influential consumer group. They are free of financial and family ties and, therefore, have spending power. They do not feel as though they’re nearing the end of their lives, but are generally fit, independent and full of things they still wish to accomplish.
Moreover, after a life spent respecting the work ethic, bringing up families and sticking to the rules, they are embracing life fiercely and are keen to enter into a new chapter of great experimentation in all consumer segments. Basically, they do not seem like and do not behave like elderly people and do not feel old in relation to the environment in which they live, in which they expect to be supported while preserving the same personalities, the same comforts and the same distinctive features that have characterised their lives.