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.