Designing narrative for an ageing population Glen Hougan: NSCAD University, Halifax, CanadaIFA 2012 Carl Fredericksen UP (2009) TackyStupid Cranky Im right there in the room, and no one even acknowledges me "Ageism reflects a deep seated uneasiness on the part of the young and middle-aged - a personal revulsion to and distaste for growing old, disease, disability; and a fear of powerlessness, 'uselessness', and death" What is driving the ageist narrative in design? 1. Who is defining the design language? The healthcare and medical industry 2. What types of products and environments associated with an aged population? Assistive aids and health monitoring/control devices and environments 3. What is the design intent? Primarily driven by an industry and product categories primarily concerned with functionality and control The Ten-Point Plan for Ageism Reduction in Design 1.Heighten designers sensitivity to the stereotyping of older people. 2. Creating greater exposure to the diversity older people. Young-old (65-74)Middle-old or old (75-84)Oldest-old or frail elderly (85+ 3. Making deliberate use of perspective taking to see the older person as an individual. 4. Greater commitment to recognizing the diversity of products and environments used by older people. 5. Promote the social attractiveness of older people through attractive design 6. Seeking out opportunities for intergenerational design cooperation. 7. Strengthening educational practices that promote empathy. 8. Design for growth and independence/interdependence instead of degeneration and dependency. 9. Review policies and practices of other professions and institutions for evidence of ageism. 10. Ageism training Thank you Glen Hougan: NSCAD University, Halifax, CanadaIFA 2012