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Born in 1947, I am one among 77 million boomers born between
1946 and 1964. An article in Buildings magazine by Jeff
Williams indicates that we boomers represent almost a trillion
dollars in disposable income. As such we represent one of the
fastest growing markets for well designed and useable goods and
services in the in the U.S. My 55-plus generation is sophisticated,
active, and independent, with unprecedented buying power. With it
our impact on the building products and design industry is
far-reaching and filled with opportunity for those who have insight
into how to market to this influential crowd. There is truly
“green in blue”.
Embracing Aging-in-Place
Baby boomers are generating huge demand for products and services;
for the building industry, the aging of the baby boomers presents
enormous opportunities.
Back in 1990, as we were entering the ‘91 recession, I wrote
an article on “niche” marketing for the CCAIA Journal. In
it I pointed out the need for small and large firms alike to
identify emerging markets for services. Design for Aging is a
market that was forecast at that time, but only embraced by a few.
Just like schools, the market is growing in proportion to the
population. Given its growing life expectancy, this market has
greater opportunities for design creativity and greater
“green” revenue potential for us all. Consider the birth
of and demand for assisted living facilities as boomers downsize
their housing needs. Consider too the specialized solutions for
facilities responsive to the needs of diverse users.
Recent studies show that upwards of 85 percent of people over the
age of 65 want to continue living at home, whether that home be a
condominium complex, a retirement community, or a private home.
Commonly referred to as “aging-in-place,” it means living
in one’s own dwelling safely, independently, and comfortably
– regardless of age, income, or ability level.
Aging-in-place has the even broader definition of
individuals enjoying the pleasures of living in their own familiar
environments throughout their maturing years. This design concept
means the ability to enjoy familiar daily rituals, thus enriching
special events and socialization with friends and family
members.
Those of us who seek to age-in-place, require varying degrees of
facility modifications to make living spaces more
“age-friendly.” Typical modifications to consider in new
construction or modernization projects include equipping doors and
faucets with easy-to-use levers instead of knobs; installing
windows that are easy to open and close; furnishing grab bars and
curbless showers in bathrooms; lowering light switches; and raising
outlets for easy wheelchair access.
Jumping on the Bandwagon
Designing a condominium complex, retirement community or
retail/entertainment facility that is age-friendly makes good
business sense. “Everyone has a connection, we all know
someone who can benefit from accessible design.” This is true
and beneficial to all of us, not just boomers and individuals with
disabilities. It makes good “cents” for designers and
manufacturers. It is a market ripe for innovation.
Aging-in-place is driven by the end-user; just as the public is
beginning to understand the value of modernization and universal
design, the building and building products communities are also
realizing that the cost to design and build a new facility with
accessible features is minimal when compared to the cost of
traditional assisted living. Present demand far exceeds
supply.
The “Boomer” Mindset
Exploring the mindset of baby boomers is critical to understanding
their zest for life and their aversion to anything that makes them
feel old, including grab bars and other products that feel
“institutional.”
Just as we are retooling our entertainment systems for new
products, so too will manufacturers retool products to accommodate
the needs of in-place agers.
“The challenge for builders and product manufacturers is to
remove the stigma and promote [the] convenience that aging-in-place
design features play in creating accessible, barrier-free
environments,” says Val Rogers, certification and testing
project leader at Weather Shield Windows and Doors.
As baby boomers grow older, the demand for universally-designed
retirement communities, condominium complexes, and homes is growing
exponentially. “Anyone who has the insight to see what is
coming down the turnpike is going to be building barrier-free
living environments,” he adds.
Boomers represent a new beginning for architects and designers, as
they will be followed by ever increasing numbers of Generation X
& Yers who will be seeking and expecting even greater design
innovations.
Jeff Williams is communications manager at Weather Shield
Windows and Doors, Medford, WI.; (800) 477-6806 or (www.weathershield.com).
James V. Vitale, AIA, LEED AP is an access consultant, adjunct
professor, lecturer and member of the Design for Aging Community jvitale1@gmail.com
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