A company set up to provide expert knowledge, advice and training to organisations that recognise the benefits of expanding or adapting their offering to the older consumer, is for the first time in the UK, offering its clients a complete end-to-end solution focused on positive ageing.
Fuelled by an increasing demand for products and services that specifically cater to the needs of an ageing population, Years Ahead is the UK’s first specialist consultancy to support businesses who offer products and services to the over 50s. While the company does not manufacture or retail products, it is focused on helping to bring products which make the process of ageing easier through the mainstream consumer channels to market.
The London-based consultancy has developed a range of services to advise organisations on how to develop their proposition in a way that enables consumers to enjoy living longer and living well. These services include advising on product design and marketing, workforce training to understand the needs of older consumers and consultancy on social and healthcare policy, legislative changes and adherence in the independent living field.
It is an unusual proposition; one which co-founders, Marie Hendry, David Silver and Maggie Winchcombe believe taps into the uncertainty among organisations about the potential opportunities within the silver market. With more than 100 years of combined business, social policy, care and independent living sector experience between them, the trio set up Years Ahead in an effort to bridge a seemingly wide gap between the independent living sector and the mainstream retail market. Their deep understanding of the ageing process, and its impact on consumer lifestyle, was the catalyst for the launch of Years Ahead.
As part of its commitment to social enterprise, the company also channels a proportion of its profits back into the independent living sector, to promote greater consumer knowledge and understanding leading to greater choice.
Maggie Winchcombe, Director and Co-Founder of Years Ahead said:
“Companies are starting to realise that their consumer base is ageing rapidly and are beginning to question whether they have the right products and services. In the UK, there are an increasing number of people over the age of 60 yet there is still an undeniable stigma attached to ageing. These consumers do not feel “old” nor do they want to be perceived as “old”. In fact our research shows despite the difficulties many face due to the ageing process, the vast majority of people are determined to live independently at home.”
She continued:
“There is a tremendous opportunity for retailers, brand owners and manufacturers, many of whom will have a significant proportion of customers over 50. There has been a reluctance to reach out to consumers whose lives are altering as they age but this is beginning to change. Product suppliers are looking to improve their offerings but don’t quite know where to start. We support them with strategic advice, firstly by helping change their own sometimes negative perceptions of ageing. This in turn helps them improve or develop impactful products and services that will more positively meet the needs of this market.”
Over the next decade or so, as nearly one in three consumers will be over the age of 65, demand will increase for products and services that make life easier and that are accessible from mainstream sources. Retailers, brand owners and product suppliers are now being challenged to develop and bring products and services to market that are inclusive - designed to be both easy to use and aesthetically appealing.
