Virtual Masterclass: 11-13 Sept

Learn innovative methodologies and frameworks to better understand older adults and how to design suitable services, products and environments for them at this online Masterclass led by Colum Lowe, Director of Design Age Institute.

Masterclass: Design For An Ageing Population 

Dates: 11-13 September 2024, 9am-12:30am

Online

Booking: £800 Early bird until 30 June

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The UK’s population is ageing, and this older population is holding an ever increasing percentage of national assets and household spend. So, why do so few organisations – public, private and charitable – not design for what older adults want, rather than what they perceive them to need?

The UK’s population is ageing, and this older population is holding an ever increasing percentage of national assets and household spend. So, why are so few organisations – public, private and charitable – designing for what older adults want, rather than what they’re perceived to need?

In the EU, people aged 50 plus consumed €3.7 trillion worth of goods and services in 2015, this is projected to rise to €5.7 trillion by 2025. Over 50s already hold 70% of all household wealth in the UK but by 2040 over 55’s will account for 63p in every pound spent. Designing for this market not only makes moral sense, but also commercial sense.

The professional development masterclass aims to provide a unique insight into the ageing marketplace,looking at how to design products, services and experiences that are not limited by the pervasive medical discourse of ageing as decline, frailty and burden.

Using design thinking and innovation frameworks we will cover:

• an insight into the demographics of an ageing population
• an exploration of behaviour and purchase motivation as we age
• the basics of action psychology
• the role of design in creating healthier, happier lives for all of us as we age

*Please note this course is not an introduction to design thinking and will not train attendees on design processes.

This professional development masterclass is led by Colum Lowe, Director of Design Age Institute and RCA Honorary Fellow. Guest speakers for 2024 will be announced soon.

2023 guest speakers included Dr Anthony Howarthfrom Oxford University’s Institute of Population Ageing, Dr. Vivien Burrows from the International Longevity Centre UK, Carly Dickson from Arup, and Dr. Dilip V. Jeste, Author of Wiser: The Scientific Roots of Wisdom, Compassion, and What Makes Us Good.

A small number of subsidised places are available for those working in the public and charitable sectors. If you would like to discuss, please contact us at [email protected].

Want to learn more?

Colum Lowe explains how the masterclass will introduce participants to both the challenges and opportunities of designing for and with an ageing population in this RCA news story here.