The common sense of digital inclusion

Too often we read about digital customer experiences needing to optimise for younger Millennial consumers.

Yet there’s a growing mass of spend-ready, time-rich older consumers who are comfortable with technology.2016-01-14_10-52-43

Sure there are differences in online shopping between ages as the chart from Euromonitors’ Top 10 Global Consumer Trends for 2016  illustrates.

But the question all marketers should be asking themselves (and their agencies) is ‘why design a digital experience which makes interaction difficult for any consumer to engage?’ Common sense.

Remember the adage;

Design for the young and you’ll exclude the old. But design for the old and you’ll include everyone.