Seniors are the market of the future
Obsessed with trying to intercept Millennials and the like, we are addicted to an unconscious bias that over-60 is a demographic and social category defined by the word retiree. So fragile, vulnerable, technologically inept people, the same and homologated to housewives for which there are only problems or needs: of bathtubs with door, electric stair climbers and denture adhesives.
One does not realize the missed opportunity to grasp the desires (and not the needs!) of those people. Who have passions, desire, taste, intelligence, experience, ability to choose, and above all – unlike Millennials – they possess, in Italy, two thirds of the assets above 200,000 euros. A lack of opportunity (profit, social return and innovation), in my opinion, from every industry including the design industry.