Speaking at an event hosted by the Centre for Ageing Better, the Minister said more inclusive, innovative and attractive products should play an important role in helping people to remain healthy, active and independent for longer, whilst also offering opportunities for growth to businesses. These could be anything from home appliances like eye-level ovens and walk-in showers, to the use of new technologies such as AI and robotics – for example, Amazon Alexa is being used in some cases as a memory aid.
And yet, for example, much of the support equipment currently marketed to older age groups, such as grab rails, ramps and bathing aids, is unattractive and clinical-looking, which research shows can put people off making vital changes to their homes that would keep them safe and living more independently.
Older people also represent a rising part of the workforce, with employment rates for the over 65s doubling in the past 25 years. The Minister urged businesses to understand the changing needs of their employees and adapt jobs and workplaces to better support the experience of older workers.
A vibrant and inclusive market for products and jobs is an important part of the government’s Ageing Society Grand Challenge, part of the Industrial Strategy, which aims to harness the power of innovation to help meet the needs of an ageing society. The Prime Minister pledged earlier this year to ensure people can enjoy five extra healthy, independent years of life by 2035, whilst narrowing the gap between the experience of the richest and poorest.