By: David Sinclair

It’s been no secret that brands are increasingly thinking about adapting their offer to better serve adults of all ages.  

Gillette designed a razor to be used by carers; Manga comics are being produced to target older people; and even beer companies are designing drinks that are targeted at the older end of the market. Over the past 30 years, companies like BT, Oxo, Saga, Google and Apple have mainstreamed inclusive design.  

There is growing recognition in industry, that as ILC’s Longevity dividend research has shown, around half of consumer spending comes from households headed by someone over 50.  

Many companies are getting good at engaging with older adults, even those which have traditionally targeted children. 

But while companies are innovating, the UK Government strategy’s on older consumers remains somewhat lacking.  

What does demographic change mean for industries which have traditionally targeted younger people?   

There is a slightly dodgy stat flying about, which suggests a significant proportion of toys (and sweets incidentally) are purchased by older people, sometimes for younger friends and family. But it’s difficult to find solid evidence about how true this is and how much is bought for adults themselves.

New evidence from Lego fan site, Brick Fanatics reveals the extent to which adults and older consumers are driving demand for the Danish toy. In January they revealed that “Lego has seen a four-fold increase in the size of the adult market over the past decade”. 

Since then, more evidence has emerged, with the Lego Global VIP Program Director suggesting that “the majority of our membership – like, 70% – are adults buying for themselves”. He went on to clarify that there is a crossover between demographics, and some might not be shopping exclusively for themselves. 

Over the last couple of years, Lego have been one of the most visible global brands developing a social consumer movement targeted at adults. They have launched an “adults welcome” campaign and rebranded its “creator expert” products as 18+ sets. There are growing numbers of Adult Fans of Lego (AFOL) meeting groups. Cross-generational Lego Masters TV series are airing in the UK, US and Australia; and celebrity fans are supporting a lively social media “#afol” hashtag.  

It’s not surprising they are targeting adults. They aren’t doing it just because there are relatively fewer children. Part of it is driven by spending power. While the recent diversity/PRIDE month themed set (Everyone is Awesome) might have “only” cost £30, it’s not a cheap hobby. The new Lego typewriter costs £180, and the Grand Piano (which works via an app) £320. Products in the Lego Creator/18+ range typically cost £150 to £300.  

Lego isn’t the only industry, which has recognised and adapted to the adult market. The board game industry has grown during COVID (despite major supply chain issues), with products for adults growing by around 50%.3  Across the world, there has been an increasing number of board game cafés targeted predominantly at adults.  

But perhaps one of the most interesting developments in this space is the “stigma” of adult toys seemingly going away. Even model railways have seen an image makeover with TV series akin to the Lego Masters series gaining popularity. Part of the stigma of adult toys was driven by ageism (you are too old to do that). That this seems to be declining can only be a good thing.  

So what happens next 

We’ve won the argument on inclusive design and we’ve seen vast improvements in products over the past 20 years as a result. Companies like Lego are highlighting how industry is getting better at targeting and marketing to all ages.  

We can expect a growing number of companies to begin to redesign products and services towards adults. This will increasingly include companies which have traditionally sold to younger markets. In some ways we can leave companies to it.  

But given that even companies traditionally aimed at kids are innovating, is there a role for Government?  

There is growing global recognition of the inward investment and export potential of older consumers. But the UK Government strategy seems to be in a bit of a mess. They recently dropped their Industrial Strategy and it isn’t clear what the future is for the Grand Challenges or indeed the linked target “for everyone to have five extra years of healthy, independent life by 2035”. 

Our research has shown that there is a strong relationship between health, work, volunteering and consumption. In other words. If we don’t invest in health and tackling inequalities, the economic contributions of older people will be limited. This is why we called for an Ageing Society New Deal.4  

The Government has a role to play if we are to deliver the potential of the “Longevity dividend” and adapt our products and services for a new demographic profile.  

So yes, let’s support companies like Lego as they innovate and target adults of all ages. Other sectors will follow. But the Government does need a vision and a plan to ensure that the economic potential of older consumers is maximised.