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50+ FACT SHEET

Interesting Facts on the 50+ consumer: Laura Bush represents the oldest Baby Boomer, while Michelle Obama represents the youngest Baby Boomer. Brad Pitt, Demi Moore, George Clooney, Bono, Conan O’Brien, and Ellen DeGeneres are all Baby Boomers. Boomer women make the majority of the purchasing decisions in a household. 40.5% of employed baby boomers have management, professional, or other related jobs.

The average annual expenditure for all Boomers is $58,809. One out of every three people living in America is 50+ An American turns 50 every 8.5 seconds; that’s more than 12,500 people a day. 80% of boomers envision working in some form during their retirement years. Only 20% plan on stopping work to fully retire.

Social networking use among internet users ages 50 and older has nearly doubled—from 22% to 42% in 2010. 50+ consumers account for over 79% of all leisure travel spending

Those 50+ control 33% of the total U.S. net worth, are responsible for 50% of all discretionary spending, and own about 77% of all financial assets

Sources: “Demographic Profile of American Baby Boomers”. MetLife Mature Market Institute Analysis. Population Projections Program US Census Bureau, 2006. <http://www.maturemarketinstitute.com>, soldonseniors.com Thornhill, Matt. “We Have Seen the Future, and it is Old.” <http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117572>. “Resources: 50+ Fact and Fiction.” Immersion Active. <http://www.immersionactive.com/resources/ 50-plus-facts-and-fiction/>. Madden, Mary. “Older Adults and Social Media.” Pewinternet.org. <http://pewinternet.org/Reports/2010/Older-Adults-and-Social-Media/Report.aspx>.


ABOUT US


What is the Live Well Collaborative?


OUR MISSION To develop innovative products and services that enhance the quality of life for all consumers, especially the 50+ market. This is accomplished by discovering and sharing unique insights regarding America’s maturing population and leveraging our collaborative strengths and expertise.

ABOUT US Recreate LOGO

We are a leading edge model that demonstrates the ability of a proven research university to work with corporations to find innovative solutions for living well across the life span. The LWC conducts quarterly new product and service development projects focused on meeting the unmet needs of today’s aging population. The LWC partners with the University of Cincinnati (UC) to tap the talent of multidisciplinary teams of faculty and students from the top ranked Colleges of: Design, Architecture, Art and Planning, Business, Medicine, Nursing, and Engineering. LWC is perfecting this new model and harnessing the vast potential of interdisciplinary problem solving and innovation.

An extension of open source and P&G’s connect and develop strategy applied to a university context: We were formed as a response to meet the growing market opportunity of America’s aging population. We are part of P&G’s strategy to find 50% of its new innovation from external resources. The Live Well expands the open innovation model to positively transform both the life style and life stages of the world’s maturing population.


The Opportunity: “The Boomer Consumer”


BOOMERS • 78.2 Million Boomers in the current US Market • Boomers influence buying for all generations • Boomers represent $2.3 trillion in buying power • Own over 80% of all money in savings accounts

AGES 80+ • Fastest growing segment of marketplace • Unprecedented health challenges and quality of life •H  ave lived through more social and technological change than any other age group. • There are 84,000+ Americans older than 100, which is about twenty times the number of centenarians who were alive in 1960. It is estimated that there will be 214,000 centenarians in the U.S. by 2020 and 834,000 by 2050.

Sources: “Demographic Profile of American Baby Boomers”. MetLife Mature Market Institute Analysis. Population Projections Program US Census Bureau, 2006 <http://www.maturemarketinstitute.com>, soldonseniors.com, Retirement Living TV factbook, www.rl.tv


Core Services The Live Well Collaborative serves as a catalyst for design and product innovation. It is the fit between the needs and the possibilities in the 50+ market.


STUDIOS 10 week new product and service developmental projects.

All intellectual property developed is owned by sponsoring company.

WORKSHOPS Shorter/smaller creative and development opportunities for individual companies or in combination with other members.

WEBSITE & PROJECT PROCESS LOGS An independent data repository for each project, as well as building and maintaining a unique 50+ sharing venue.

COLLABORATIVE FORUM Framework for companies to share knowledge, to â&#x20AC;&#x153;Connect and Developâ&#x20AC;? with non-competing corporations.


WHY The University of Cincinnati?


A World-Recognized Design Program embedded in a Comprehensive Research University Rank

Top 10

DAAP, College of Design,

Architecture, Art and Planning

Top 25

Research University

No. 1

Interior Design School

SOCIAL SCIENCES

HEALTH

No. 4

Industrial Design School and

DAAP

Cooperative Education Program

No. 6

Graduate Architecture School

ENGINEERING, BIO-MEDICAL

BUSINESS


Project Resource Map medmail: Living in place with Alzheimerâ&#x20AC;&#x2122;s A service system for managing medication for Alzheimerâ&#x20AC;&#x2122;s patients and their caregivers

Overview of resources brought together to complete the studio project >>


Student Teams UC Guidance Dr. Warshaw–Geriatrics Dr. Cluxton–Pharmacy Dr. Page–Rehabilitation Irene Moore–Family Medicine

ID • Digital Product Development Graphic Design Business • Bio-Med

College of Nursing Center for Aging With Dignity Charles Puchta, Director Evelyn Fitzwater

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A Multi Disciplinary Approach:

Batesville Headquarters and France Research– Alzheimer’s Team

Medicine Management

Cincinnati Alzheimer’s Association Clarissa Rentz– Executive Director

Allowing 70+ women with Alzheimer’s to live at home as long as possible

External Expert

External Expert

Robert Reynolds Psychology Inventor Specialist Memory Loss

Pat Moore Moore Design Associates Universal Design Expert

UC Faculty DAAP–Yanling Wang DAAP–Steve Doehler CDRI–Craig Vogel COB–Rick Sweeney ENGRG–Mary Beth Privitera

Prototyping Haney PRC


Project Process From initial idea

to concept, in 10 weeks.


IDENTIFY

RESEARCH

IDEATE

REFINE

DEBRIEF

lead in

understand

conceptualize

test and detail

follow up

phase

0

phase

phase

1

phase

2

phase

3

4

end of quarter

Inspirational & Experimental Research

Primary Consumer Research

Final Concept directions

Team and Problem Orientation

01 Research 02 Conceptualize 03 Refine

Secondary Consumer & Product Research

Consumer and Client Feedback

Synthesis and Activation


Since its official formation in June of 2007, the LWC has completed 23 projects, involved 30+ UC faculty and advisors and over 300 students.


University of Cincinnati Faculty & Students from: Design, Architecture, Art, and Planning, College of Engineering, UC Medical, College of Nursing, and College of Business. • Intellectual Property sharing solved • Internal Review Board process defined • Co-op placement

FALL 2009 Tray Table Redesign

WINTER 2010 • Assisted Mobility Device Development • Urban Transportation 1

SPRING 2010 • Nursing Service Protocols • Elder Financial Abuse Solutions • Urban Transportation II

SUMMER 2010 Urban Transportation III


Procter & Gamble

SPRING 2007 Reinvented brand identity to include cats

SUMMER 2007

The Live Well Collaborative partners extensively with Procter & Gamble to improve upon the consumer product experience, especially concerning the 50+ market.

Redefined water use

SPRING 2008 Demonstrated the value of compaction

SUMMER 2008 Discovered innovative solutions for body odor

Simulation Center

SUMMER 2009 Collaborated with UC Engineering, Digital, and Industrial Design on virtual packaging simulation

FALL 2009 Improved the lives of denture users.

WINTER 2011 Developing innovative oral care solutions


General Mills

FALL 2007 Identified studios as a mechanism to fill in gaps in the product development process

The Live Well Collaborative partners with General Mills to identify new market opportunities related to innovative product development and package design.

SPRING 2008 Explored new opportunity markets for Green Giant

FALL 2008 Reinvented Shelf Stable Meals

SPRING 2009 Investigated new soup opportunities


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Hill-Rom The Live Well Collaborative and Hill-Rom work together to improve the lifestyles for those over 50.

WINTER 2008 Alzheimer’s Project •Designed a distribution system for medication that allows Alzheimer’s patients to live at home longer •Developed a condensed comprehensive report for the research phase.

FALL 2008 Hospital Patient Gown Redesign • Addressed the needs of all stakeholders, which included the patient, nurse, doctor and manufacturer.


Boeing

FALL 2010 The Future Traveler

The Live Well Collaborative is partnering with Boeing to establish a better understanding of the current airline traveler.

WINTER 2011 The Door to Door Travel Journey


Additional Studios

FALL 2007 & WINTER 2008 Financial service solutions

The Live Well Collaborative works with a variety of companies on studio projects that will enhance consumers lifestyles across their lifespans.

SPRING & FALL 2009 Innovative concepts for the appliance market


CASE STUDIES


CASE STUDY


1 Hospital Gowns The Live Well Collaborative at the University of Cincinnati conducted a Hill-Rom sponsored multidisciplinary studio in the Autumn Quarter of 2008 to explore the fundamental redesign of patient gowns and the mattress cover. The overall goal was to reduce the risk of pressure ulcers. The multidisciplinary team included students from Industrial Design, Fashion Design, Product Development, Business, and Bio-Medical Engineering as well as nursing consultants and Recreate LOGO an advanced wound care manager.

PHASE 1: QUALITATIVE RESEARCH Students from Biomedical Engineering used the Braden Scale to assess Pressure Ulcer Risk. Students used this scale to determine that the anatomical sites for pressure ulcers are the sacrum, ischium, trochanter and heel.

PHASE 2: CONCEPT DEVELOPMENT Students focused on creating gown concepts that would benefit patients and enhance nurses’ efficiency by: • Increasing patient comfort • Accommodating patient mobility • Offering variety throughout stay • Motivating with incentives • Bringing the home experience • One piece construction into the hospital

PHASE 3: CONCEPT REFINEMENT Students designed gowns to help patients during three main phases of mobility during hospital visits. STAGE 1 : LOW MOBILITY The OPEN-FIT backless gown, paired with the GRAB-IT antimicrobial contact sheet and a mattress that reduces interface pressure while controlling microclimate is the key to avoid bed sores.

STAGE 2: MEDIUM MOBILITY JUMP-FIT gowns promote movement and dignity. When the patient feels cold a nurse could provide WARM-FIT arm and leg warmers.

STAGE 3: HIGH MOBILITY FLEX-FIT separates (shirt and pants) accommodate more range of motion as patients undergo physical therapy.


CASE STUDY


2 Med Mail The goal of the studio was to explore an integrated Alzheimer’s Patient Medication Management System to increase the likelihood for the target Alzheimer’s Disease patients to live at home longer by taking the right medication. The patient population was 70+ year old women suffering from Alzheimer’s Disease, living at home, with limited Recreate LOGO caregiver assistance.

PHASE 1: QUALITATIVE RESEARCH It was our contention that medication management was one of two major challenges (nutrition is the other) that forced these patients to prematurely leave their homes for assisted living. Taking the right medication at the right time is a necessary requirement for managing health, and maintaining a higher degree of independence and quality of life. We believed that by effectively addressing this issue, we could reduce secondary effects from taking incorrect medication.

PHASE 2: CONCEPT DEVELOPMENT The resulting solution was a cost effective system that reflected the needs of all our stakeholders; patients, caregivers, physicians, medicine manufacturing and packaging, the pharmacies and delivery systems. We concluded that our end solution should be affordable due to limited reimbursement from insurance and Medicare. The goal of Medmail was to create a simple, low-tech way for patients to receive and take their meds. It would deliver, organize, and assist with taking medications in a clearly laid out medium.

PHASE 3: CONCEPT REFINEMENT During the refinement phase, the product benefits were clearly defined. These benefits included: • Direct Delivery by Mail • Pre-Sorted • Pre-Organized • Broken down Daily • Mailed in weekly ‘Packs’


CASE STUDY


3 Bedside Buddy Experience in a variety of health care settings consistently finds patient spaces and surfaces to be a problem and opportunity. As many patients are discharged to a long-term care facility, hospice environment or home setting, many of the space and surface challenges still remain. While enhancements have been made over the years, no significant innovation has occurred for decades. It appears as though designers, administrators and clinicians have been working within the same sandbox instead of starting with a clean slate and thinking outside of the box.

PHASE 1: RESEARCH In the Research phase, the students actively engaged with the College of Nursing (CON) in a simulation experience to role play how it feels for patients to be bedridden in a medical environment. Personal interviews and lifestyle photos also helped the students to develop a vision for the target audience, the 50+ patient population.

PHASE 2: CONCEPT DEVELOPMENT In the Conceptualization phase, students used their design requirements gathered from the research phase to begin ideating initial product concepts and models to solve their design problems.

PHASE 3: VALIDATION In the Validation phase, the students went back to their initial consumers and CON to present their concepts and gather feedback. This process ensured that the concepts they developed were in-line with their user groupâ&#x20AC;&#x2122;s requirements. From the information gained in this phase, students then selected a final direction for their project.

This logo was developed to represent the evolving relationship between Design and Nursing. The Live Well Collaborative, College of Design, Architecture, Art and Planning, and the College of Nursing at UC are working together on a series of projects to improve and innovate within health care.


CASE STUDY


4 Mikan Ball During this studio, students took a trans-generational look at how water contributes to the perception and experience of health and beauty, specifically, how 50+ baby consumers seek holistic and connected ways to achieve personal health, wellness, and beauty and strongly influence the choices of their parents and children.

PHASE 1: QUALITATIVE RESEARCH Research on bath cultures around the world revealed a Japanese tradition of bathing with aromatic organic materials that were believed to have healing or other beneficial properties. One such additive is the Mikan, a large, orange-like citrus fruit.

PHASE 2: CONCEPT DEVELOPMENT The Concept phase involved intense ideation sessions in which insights gained from consumer and member input were used to drive the form creation forward. Drawing on inspiration from the research, the Mikan Ball Concept would purify water and also have an aromatherapy disk to create a relaxing bath atmosphere. The basic functions of the bath ball are to purify bath water and add an aromatherapy element to the bath â&#x20AC;&#x153;experience.â&#x20AC;? A purifying agent in the form of an easy to use disc would be inserted into the ball along with a second disk of aromatherapy agents. The heat from the bath water would theoretically stimulate the aromatherapy disk and the scent would escape via the vent holes.

PHASE 3: CONCEPT REFINEMENT During the refinement phase, the product benefits were clearly defined: establishing the concept as a response to the growing consumer desire to create a spa atmosphere within the comfort of their home, as well as providing the consumer with pure bathing water to promote healthy skin all over. Final design cues drew inspiration from the shape and texture of the Mikan fruit


CASE STUDY


5 Assistive Mobility Experience in a variety of health care settings consistently finds patient mobility devices to be a problem and opportunity. In this studio, Live Well Collaborative explored new opportunities to assist an individualâ&#x20AC;&#x2122;s ability to remain mobile by developing devices that adapt to the form needs of the user. These devices were functional, elegant, non-stigmatizing and psychologically nondestructive.

PHASE 1: RESEARCH In the Research phase, the students actively engaged in a simulation experience to role play how it feels to use a mobility device. The goal was to consider the physical, psychological, emotional, social and environmental aspects of the scenario they experienced.

PHASE 2: CONCEPT DEVELOPMENT In the Conceptualization phase, students used their design requirements gathered from the research phase to ideate initial product concepts and models to solve their design problems.

PHASE 3: VALIDATION In the Validation phase, the students went back to their initial interviewees to present their concepts and gather feedback. This process ensured that the concepts they developed were in-line with their user groupâ&#x20AC;&#x2122;s requirements. From the information gained in this phase, students then selected a final direction for their project.

This logo was developed to represent the evolving relationship between Design and Nursing. The Live Well Collaborative, College of Design, Architecture, Art and Planning, and the College of Nursing at UC are working together on a series of projects to improve and innovate within health care.


CASE STUDY


6 TransForum The Live Well Collaborative, in collaboration with the University of Cincinnati, embarked on a process to to make the city of Cincinnati a more compelling city to reside in, relocate to, and to visit. We have set out to accomplish this through a series of three, ten week studios. A play on words between Transportation and Forum, the purpose of TransForum is to start a dialogue about the future of public, multi-modal transportation in Cincinnati, with the main focus of highlighting the advantages of Light Rail in Cincinnati as a means of connecting communities.

PHASE 1: RESEARCH Phase one of the project (Foundational Research) took place during winter quarter, 2010. During this 10-week studio, graduate students researched the effects of streetcars in other areas of the world.

PHASE 2: SYNTHESIS AND CONCEPTUALIZATION Phase two of the project took place during Spring Quarter, 2010. It was a multi-disciplinary studio filled with a mixture of graduate and undergraduate students, and representatives from Industrial Design, Architecture, Planning, Interior Design, Digital Design and the College of Business. The students set out to establish a strong sense of connection between the valuable assets of Cincinnatiâ&#x20AC;&#x2122;s unique neighborhoods. This conceptual new transportation system has been conceived to make Cincinnatians feel more unified, learn more about each other, and breathe new dimension into the way we move. These concept streetcars can be found in the future visions portion of the website.

PHASE 3: VALIDATION TransForum was created during Phase three of this project in the summer quarter of 2010. During this phase, students worked to use the research from Phase One and the concepts of Phase Two to help promote multi-modal transportation in Cincinnati.


Live Well Collaborative Singapore Polytechnic


Independent Research Innovation Center Focused on revolutionizing product design and development for consumers aged 50 and above in the Asian market

Currently, more than half of the older population in the world lives in Asia (54 percent). In the next decade, the over-50 population will total almost one billion across the Asia Pacific, and mature consumers are estimated to spend $1.5 trillion per year by 2015. The LWC-S, led by Singapore Polytechnic in close collaboration with the LWC-C, will conduct early phase product research with a particular focus on design for member companies looking to target the over-50 consumer. It will follow the interdisciplinary approach of the LWC-C and leverage Singapore Polytechnicâ&#x20AC;&#x2122;s strengths in Design, Engineering, and other disciplines to re-think the design of products to meet the changing lifestyle and physical needs of this target group.


WORKSHOPS IDSA UC Chapter | March 08 Human Factors Cinci Chapter | Oct 08 Member Sharing on 50+ | Dec 08 Lextant Design Research | May 09 6 Dimensions of Wellness | June 09 Extreme Aging | June 09 Living in Place | May 10

MINI-CONFERENCES UIDP | April 08 UC Showcase | Jan 08 DMI | June 08 IDSA | June 08, Sept 08 Focalyst | Oct 08 Packaging that Sells | Oct 08 AUTM | Feb 09 Environment for Aging | March 09 P&G PRIDE Event | Oct 09 The Market Research Event | Oct 09


CONTACT

US

LIVE WELL COLLABORATIVE STUDIO 513. 558.7348 2728 Vine Street

info @ livewellcollaborative .org Cincinnati, Ohio 45219

Linda A. Dunseath LWC Executive Director ldunseath@livewellcollaborative.org Craig Vogel, MIDâ&#x20AC;&#x201C;UC LWC President Associate Dean of Research, College of DAAP craig.vogel@uc.edu


The Live Well Collaborative Infobook