Post pandemic spending and the older generation

The Covid-19 pandemic has drastically changed the way we spend our money, and this change has had a huge impact on the over 65’s, especially those who are suffering with dementia. With a variety of rule changes meaning cash is no longer acceptable, to the limitations on how many people can be in a store at any given time as well as the collapse of the highstreet it is imperative that shopping online is made accessible to all.

According to figures from the Office for National Statistics (ONS), spending by UK retirees has increased by almost a fifth in recent years. Whilst spending by younger groups has decreased.

So what’s behind this increase? One factor is that retirees are living longer, meaning they have more time to enjoy their retirement. In addition, many people are now choosing to retire later in life, which means they have more money to spend. Another reason for the increase is that retirees are choosing to spend their money on leisure activities. For example, they are spending more on holidays and dining out.

Whilst this change has a positive effect on society, not all over 65’s are supported in the way that they can shop/spend online. A recent study showed that 80% of people suffering from dementia listed shopping as their favourite activity however many of the participants and their carers thought that businesses were not equipped to deal with their needs and felt overlooked as customers. This has been supported by a report released by Age UK.

Dementia typically affects people who are 65 and over and there is currently estimated to be around 850,000 people suffering with dementia in the UK, and this number is suspected to rise to over 1 million by 2025. As we continue to move into a more digital world and an ageing population this demographic should be at the forefront of people's minds.

A major issue this demographic faces when it comes to being online is a total lack of confidence. Unlike Gen Z or Millennials they did not grow up with technology and therefore the ever changing processes, products and technology can be overwhelming and daunting for many users looking to come online for the first time. Age UK have released an article tailored to helping over 65’s gain digital confidence and can be found here. Another key issue is websites and technology being designed for younger generations. For example a lot of sites use bright and colourful web pages which can make it difficult to read, flying text and images making it hard to keep track of the information being displayed as well as small buttons and links which aren’t easy to follow.

The older generation also faces a number of other health issues which can affect how they use the web. These inlcude, but are not limited to, issues with vision, reduced dexterity and fine motor skills, hearing and cognitive ability.

Technology is constantly changing - different versions and models are being developed as we speak and new devices are being brought to the market all the time. Younger generations are keen to keep up and constantly upgrade their technology, however, even the older generation are not. Making sure your website is available to use on older devices and models is key.

The Alzhemiers Society has been working with retailers for many years to ensure that they are ‘Dementia Friendly’ but they too have had to adapt and make sure retailers are changing not only in stores but also online. Following this the charity has created a few user friendly guides that showcase how to make a website user friendly for people with dementia.

• How to design a website for someone affected by dementia

• 5 things to consider when designing websites for older people

There are lots of ways that you can make your website more accessible for the older generation, these include:

1. Use clear and simple language. Don’t use jargon or technical terms. Write in short sentences and use headings to break up the text.

2. Use easy to read fonts and ensure the font size that is not too small or too large.

3.Make sure the text and background colours have enough contrast.

4. Make sure your images are annotated

5. Have subtitles on your videos for people who can’t hear them

7. Include a search bar on your website

8. Ensure your website is screen-reader friendly

9. Enlarge text and buttons making it easier for users to navigate

10. Test your website and ask for feedback!