BMELV study examines needs of older consumers

With Download - possibility of complete study

"Older people often make different demands on the usability of products and services. Therefore, we investigated in a study to what extent it is possible and sensible, generation-friendly products and services specifically to identify," said Ursula Heinen-Esser, Parliamentary State Secretary to the Federal Minister for Consumer Protection , the end of June in Berlin.

In the description given by the Federal Ministry of Consumer Protection in November 2008 commissioned study "marking generation driven products and services - Review and possibilities for action" was examined, among other things, whether a seal would "generational justice" simplify consumer choices. The study was eV for Market Environment Society conducted by imug Institute. The now present results will contribute to the initiative Economic Factor Age of the Federal Government.

The study deals specifically with the peculiarities of the senior market, the needs of older people and the requirements for special labeling of products suitable for generations. The advantages and disadvantages of a special seal are examined and alternative courses of action are named.

As a result, a cross-product and cross-sector labeling of generational products is not given a high chance of success. According to the study, the information content of a seal "easy to use" or "generationally appropriate" is not sufficient to assert itself on the market. Statements such as "(also) suitable for people with disabilities" or "for the 50+ generation" would therefore arouse little interest in the target group and would rather be perceived as stigmatizing.

"The results of the study are an important signal that a mere seal is not a panacea for better consumer convenience," says Ursula Heinen-Esser. "It is crucial that the products are even better adapted to the respective needs of consumers."

Complete study as a pdf document

Labeling generational products and services - inventory and options for action (PDF, 3 MB, not barrier-free)

Source: Berlin [BMELV]