In the UK the population is officially aging, this is means that we are getting to a point where the older generations will soon overtake the younger ones in sheer numbers. This unusual situation has arisen for a variety of reasons, including improved living conditions, plentiful diets and advances in medical care. While this turn of events represents good news for all westerners hoping to live to a ripe old age, it does mean that many people are having to reconsider their marketing ideas and business proposals.

These days, there is a case to be made for avoiding marketing goods at the younger generations in the belief that they have the most disposable cash. As people continue to enjoy good health into their later years, many are choosing to also continue working – meaning they could be considered the biggest market force of the future.

Therefore it makes sense for people to consider the older generations as well as the younger, hipper ones when they are designing new products for public consumption. Luckily, as the population continues to age and mature, so technology continues to advance. This means that there are many new electrical devices and contraptions that can benefit people as they get older. However, it must be remembered that some of these inventions are confusing to older generations.

For example, things like microwaves and sandwich grills are invaluable to those who don’t have the energy or strength to cook elaborate meals and love the convenience of being able to feed themselves and their partners with the minimum of fuss. But when these kitchen appliances become too complicated and boast comuterized timers and settings they can sometimes alienate the people who could benefit from them most. Often when it comes to kitchen helpers such as these, the simpler their interfaces the better.

The same could be said for TV and cable options. Everyone likes having plenty of choice when it comes to their viewing entertainment these days and a varied selection of programs can be a educational and enjoyable way to entertain yourself whatever age you are, but some of the viewing boxes attached to freeview, cable or satellite TVs available are extremely advanced and almost incomprehensible to older folks. Additionally, young people are completely used to technology such as laptops and smartphones, but for those who are entering their dotage years such devices can seem like more of a threat than a convenience.

While there are plenty of people in their sixties and seventies who are able to make use of the text or camera functions on their mobile phones, there are plenty more who find handsets confusing and don’t like it when they press buttons in error and end up connected to the internet or playing music. That’s why companies do well to ensure that they keep good, basic, entry-level phones on the market. For example, Nokia phones that offer basic calling and texting capabilities ideal for using in emergencies are likely to be more suitable for a large proportion of the elder generation in comparison to Nokia phones that boast all of the latest smartphone innovations.

With a little careful consideration you’ll often find that it’s not the most expensive or advanced technological choices that are best for the elder generation, instead good basic choices tend to remain preferable.