8. Universal Design: Innovations for All Ages

Demographics require companies to abandon the concept of solely targeting young customers. They need to create new products that are attractive to both younger and older customers. The key to success is Universal Design. Products that follow the principles of Universal Design do not separate but integrate customer groups, and they substantially increase a company’s target markets. This chapter not only highlights the economic potential of Universal Design, it also shows how Universal Design can be implemented within any corporation. A successful implementation needs to (a) define a suitable Universal Design strategy, (b) establish adequate processes within the firm, (c) design the products right, and (d) market the products appropriately to customers. The chapter concludes by illustrating attractive areas for universally designed innovations.