Designing for the Third Agers

Brands and retailers have a unique opportunity to appeal to the growing group of Third Agers; active, health-conscious seniors who are tech-savvy and defy traditional retirement stereotypes.

What do we mean by the Third Age?

First coined by gerontology researchers in 1986, ‘Third Age’ refers to people in the third stage of their lives. After retirement but before the onset of serious health issues, often described as the ‘golden years’. It’s a period when people have both the time and money to enjoy life, making this generation an exciting and lucrative audience.

While every person is different, these days, Third Agers are generally healthier and wealthier than ever before. They value time with family and friends, love to travel, explore new hobbies and stay active. Far from the stereotypical image of slowing down, many are gym-goers, socially conscious, tech-savvy, and even navigating the dating world. As the global population ages and lifestyles evolve, brands and retailers have a unique opportunity to engage with this growing audience.

The Third Age generation represents a rapidly growing demographic[1]: 

In 1950, 125 million people were over 65
By 2024, this figure had risen to 830 million [2]
By 2075, it’s expected there will be 1.7 billion people over 65

When it comes to consumer spending, the numbers are impressive:

A 33% market growth is expected from this demographic
There’s a 25% growth in consumption per head
By 2030, Third Agers will account for 60% of all consumer spending growth in Western Europe alone

Third Agers want to enjoy their lives. According to research, those in their 70s spend almost as much time online as those in their 20s.

Designing for the Third Age

As people live longer and healthier lives, the need for more inclusive design is crucial. Brands and designers must consider factors like reduced dexterity and vision changes to ensure their products are accessible to all. This isn’t just about catering to older people – it’s about future-proofing designs so that consumers don’t feel the need to switch to more adaptive, user-friendly alternatives.

Who’s getting it right?

Several brands have already started innovating for the Third Age with accessible design features that benefit everyone. There is an enormous opportunity for brands and retailers to connect with this often-overlooked generation. To succeed, companies need to shift their perspective: think affluent, active, and fun-loving, rather than outdated stereotypes. With the right approach, brands can tap into this powerful demographic and create lasting customer loyalty by delivering products and experiences tailored to their needs. Here’s a few of our top picks:

Duerr’s

Our re-design for heritage brand Duerr’s, the oldest family-owned jam maker in England, includes an “orbit” two-piece lid that ensures easier opening and inclusivity for consumers of all ages.

Tilt Beauty

Tilt Beauty’s easy grip and non- slip packaging has earned their place as the first beauty brand to be awarded the Arthritis Foundation’s Ease of Use Certification. Featuring a magnetic closure with chunky handles, braille lettering on the box and a refill system, it has been proven to support those living with arthritis and chronic pain.

“These elements are not only on-trend but serve a real purpose. It’s all about inclusivity, and they’re doing a brilliant job.” states Claire Hoe, UK Design Director at Aura.

Aeroflexx

This US manufacturer aims to revolutionize liquid packaging and has created one handed dispensing. Their packaging is easy to handle, flexible, lightweight and has a self seal valve. They’ve also eliminated 50-70% in plastic and it is fully recyclable.

“Merging sustainability and accessibility through easy-to-use packaging that benefits everyone” comments Claire Hoe, UK Design Director at Aura.

Aunt Bessie’s

We evolved Aunt Bessie’s packaging back in 2022 to be more accessible for visually impaired shoppers by incorporating Navilens technology. This allows users to scan the pack from a distance to access the product information through an app, without needing to find small QR codes close up. Making the packaging easier to read and ensures ingredients and cooking instructions are accessible to all.

How can you appeal to Third Agers?

As we’ve revealed, designing for Third Agers requires a fresh approach that acknowledges their wealth of experience, their financial strength, and their lust for life. Read more in our blog “Third agers’ are not an afterthought” for more insight into why it’s time for designers to stop patronising the older generation. In the meantime, here’s our top 4 take outs to remember:

Get in touch and find out how our team can help your brand grow.

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