Rethink your customer experience, because ageing isn't just about older people.

We spend too much time thinking that physical ageing applies only to ‘older’ people, but the effects actually begin from around the age of 27. Organisations need to factor these physical changes into their customer experience to ensure they remain relevant and continue to delight their customers, citizens, patients or employees.

This article from Art Of Wellbeing, contains a host of really interesting (though unverified) stats about the incidence of physical decline by age. Here’s a summary;

  • Bone density starts to diminish at age 35 (women peak at around 30).
  • After 30, muscle mass declines more than 20% in the absence of regular exercise.
  • Lung capacity decreases gradually after we hit peak at 25.
  • After about age 30 to 40, approximately two thirds of us undergo a gradual decline in the rate that our kidneys filter blood. This impacts our urinary system.
  • At 30, human growth hormone begins its regression and falls at around 14% per decade.
  • At around 40, when women move into menopause, progesterone, testosterone and oestrogen begin to decrease.
  • At 50, the thyroid begins to take strain, and hyper or hypo thyroidism might develop. Men may begin to experience andropause (the male version of menopause).
  • At 60, the body’s ability to cope with sugar declines, and the insulin resistance or diabetes becomes more prevalent.
  • At 70, the hormone responsible for protecting against loss of calcium in the bones declines. This makes osteoporosis prevalent.
  • At around 40, your heart muscle thicken and blood vessels stiffen. This causes your heart to work harder to pump blood through them. This can lead to high blood pressure (hypertension) and other cardiovascular problems.
  • By age 40, the lens of the eye begins to stiffen, resulting in difficulty focusing on near objects.

Most, if not all of these factors are covered in the 25 effects of ageing; things that impact the way we interact with our environment as consumers, patients, employees and citizens. This thinking is at the heart of our Age-Friendly tools.

We discuss these effects – and what organisations can do to accommodate them – in our book, Marketing to the Ageing Consumer.