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MAKING THE MOST OF THE UD OPPORTUNITY Task Force Meeting – IBS SHOW – January 2011.

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Presentation on theme: "MAKING THE MOST OF THE UD OPPORTUNITY Task Force Meeting – IBS SHOW – January 2011."— Presentation transcript:

1 MAKING THE MOST OF THE UD OPPORTUNITY Task Force Meeting – IBS SHOW – January 2011

2 Today’s Discussion 2  Understanding UD Today  The Consumer Mindset  UD Around the World  Barriers to UD  The Opportunity to Create a Movement  The Approach  Working Models  Staking our Claim  Building Momentum

3 3 What the Research Tells Us: Consumer Interest in and Adoption of Universal Design AARP Universal Design Consumer Education Task Force Orlando January, 2011 Jeanne Anthony, Sr. Project Manager AARP Education & Outreach

4 4 The Original Freedom House

5 The Freedom House

6

7 7 AARP Survey: Home and Community Preferences of the 45+ Population September 2010, What I ’ d Really Like to Do is Stay in My Current Residence for as Long as Possible (n=985)

8 8 AARP Survey: Home and Community Preferences of the 45+ Population September 2010, Household Features in Current Homes (n=985)

9 AARP Universal Design Research 9

10 10 1. Consumer understanding of Universal Design

11 2. Consumers identify the benefits associated with UD 11 Pull-down shelving and Pot filler

12 3. Consumers lack vision to apply Universal Design to the design of homes 12

13 3. Consumers lack vision to apply Universal Design to the design of homes 13

14 4. Obstacles to consumer acceptance of Universal Design 4. Obstacles to consumer acceptance of Universal Design. 14

15 4. Obstacles to consumer acceptance of Universal Design 15

16 5. Obstacles to marketing of Universal Design to consumers 16

17 5. Obstacles to marketing of Universal Design to consumers 17

18 What to call Universal Design? 18 Just Good Design Better Inclusive Home for All UNIVERSAL Universal Design Easy Living Home DESIGN Design for All Lifetime Design Just Good Design Home for All Easy UNIVERSAL DESIGN UNIVERSAL DESIGN Design for you Design for a Lifetime Good Home for All Good Design Inclusive Design Better Living Design Adaptable Homes Easy Living Design for All Home Adaptable Homes Good Design Smart Design

19 Today’s Discussion 19  Understanding UD Today  The Consumer Mindset  UD Around the World  Barriers to UD  The Opportunity to Create a Movement  The Approach  Working Models  Staking our Claim  Building Momentum

20 Getting from “Old, Frail and Disabled” to “Design Everything for Everyone” Understanding UD Today 20

21 “Universal Design” has issues 21  Consumers don’t understand it, want it, or think it is ever going to be for them.  Builders equate it with ADA requirements.  Architects and Designers haven’t embraced it as “critical” (but they have embraced “green” as critical – and cool).  There is not consensus as to what it could, should or must be.  In theory it is a thing of beauty, in reality it simply isn’t much of anything.

22 The idea, though, can be communicated 22

23 The idea, though, can be communicated 23

24 The idea, though, can be communicated 24

25 The idea, though, can be communicated 25

26 But in the home, it means old, frail and disabled 26

27 Which makes it much harder to communicate The best UD is transparent (invisible) to consumers 27

28 We are miles from “design everything for everybody” Clearly there is work to be done 28

29 UNIVERSAL DESIGN AROUND THE WORLD 29

30  Most are about “old, frail, disabled.”  Government funding is apparent, if not key.  There is some type of formal organization or association behind the effort. Common Threads 30 Some examples…

31 Australia was going strong… 31 But seems to have been dormant since late 2009

32 Ireland has a program, too 32

33 Germany is investing, too 33

34 Japan is also a serious player 34

35 Japanese Corporations are involved 35 Every major Japanese corporation is a full dues paying member

36 Norway will be UD by 2025 36 As dictated by the Ministry of Children and Equality

37 New Zealand Leads the Way 37 Lifetime Design program is clear, simple, & working:

38 It’s been embraced by developers 38

39 Five Basic Tenets: 39 1. Usable 2. Adaptable 3. Accessible 4. Inclusive 5. Lifetime Value Nowhere in their material to they use the term “universal design.” They use Lifetime Design.

40 The materials are consumer-friendly 40

41 Let’s take stock of where we are and what we can do about it. The U.S. is simply behind 41 Our Conclusion:

42 AMONG TASK FORCE MEMBERS: UNIVERSAL AGREEMENT EXISTS 42

43 Initial Interviews with Experts 43  Most of you sense that “the UD bus” is stuck on the side of the road and needs a new kick start.  All agree that “UD” itself needs to be repackaged or rebranded to be more relevant to today’s consumer.  All want to “get on” the UD “bus” – they think it has potential and want to be involved.  You are also willing to have AARP drive the effort right now, to convene all the players.  And you hope AARP will engage their members in some fashion.

44 Two Options for Reaching Consumers 44 Consumer PullTrade Push A leader An organized effort 15 second sound bite United industry Accepted name/term Big budget Prerequisites: A convener An organizing effort A manifesto Industry representative Accepted name/term No budget

45 Our Initial Approach 45 Consumer PullTrade Push A leader An organized effort 15 second sound bite United industry Accepted name/term Big budget Prerequisites: A convener An organizing effort A manifesto Industry representative Accepted name/term No budget We started here:

46 But Can We Do Both? 46 Consumer PullTrade Push A leader An organized effort 15 second sound bite United industry Accepted name/term Big budget Prerequisites: A convener An organizing effort A manifesto Industry representative Accepted name/term No budget

47 Convening a Coalition 47 Five Key Principles of Effective Collaboratives: 1. A clear purpose, vision or mission. 2. A champion or convener/organizer. 3. A commitment to the time required to succeed. 4. The right processes and tools for collaboration. 5. Concrete deliverables and outcomes.

48 And So Far, So Good 48 Five Key Principles of Effective Collaboratives: 1. A clear purpose, vision or mission. 2. A champion or convener/organizer. 3. A commitment to the time required to succeed. 4. The right processes and tools for collaboration. 5. Concrete deliverables and outcomes. ✔ ✔ ✔ ✔ ✔

49 Help Universal Design more quickly reach a “tipping point” with consumers Our Singular Focus: 49 But…

50 Two Key Unresolved Issues 50  There isn’t agreement on the name/term.  UD comes with much baggage to those in the home industry and doesn’t have much meaning with consumers.  The effort needs a rallying point and can a name/term serve that?  Should our focus begin in the home or not?  There is bias for UD in the home that doesn’t appear when applied to products.  Consumers have a difficult time making all the connections between UD and its benefits in their home.  Consumers need to experience UD in the home to “get it.”

51 More Importantly… 51 There is a sense that this effort is still too abstract. How do we make it more concrete?

52 IDEAS? 52

53 Seizing the Opportunity 53  How to Best Lead this Initiative?  What Decisions are Needed to Move Forward?  What Strategies and Tactics Make Sense?  Where can Funding Come From?  The Government  Foundations  Corporations  Can We Leverage AARP and its Army of 37 Million?

54 Engaging Consumers… Starting a Movement… 1. Good Housekeeping Seal of Approval 2. Energy Star 3. Lifetime Design/Lifemark Are There Models We Can Follow? 54

55 101 Years of Success  Official review and accreditation  Requires payment to earn the badge  While less meaningful today, still viable 55

56 The Power of Energy Star  Driven by the EPA initially  A trade push strategy  Evolved now into a movement 56

57 Lifemark Provides a Good Model 57 Clear, simple, & consumer-friendly. No mention of “universal design” anywhere.

58 ONE IDEA 58

59 Form a new Association 59 It will have instant legitimacy based on the Organizing Members

60 Organizing Members of Association 60

61 The Mission of the Association: 61 Encourage more wide-spread interest and acceptance in a new standard for design as related to the home and products for the home.

62 “Better Living Design” or BLD The new standard where everything is designed for everyone. Announce a New Name 62

63 “Better Living Design” 63  Incorporates the principles of UD, and/or sustainability and/or consumer-directed design.  Applies to everything.  Aspirational and attractive not only to designers, manufacturers, builders and developers, but to consumers as well.  Not age-based or ADA specific.  The “new standard” in product and housing design.  Delivers emotional as well as rational benefits.  Has a great acronym: BLD

64 A Tactical Approach 64 1. Start the Better Living Design association  www.betterlivingdesign.org (already secured)  Task Force members get free membership for next five years.  Charge others to join to start to create a war chest. 2. Announce the new association immediately and seek funding from Task Force members, the government and foundations.  Identify initial BLD approved products and issue them certificates/seals. Include Heinz, Oxo, Target and others.

65 65 Announce Iconic BLD Examples:

66 A Tactical Approach (continued) 66 3. Work with TF member associations to develop content, certification and or designations for BLD as applied to home design and building.  Rename CAPS and other “aging” or UD-focused programs with the BLD terminology. 4. Work with Home Improvement retailers on BLD designation for products they sell – push up stream to manufacturers and downstream in-store to consumers.

67 A Tactical Approach (continued) 67 5. Create a BLD presentation and education module for elementary, middle and high schools that AARP members can volunteer and conduct.  Turn loose an army of engaged members to reach children, who will then take the message home to mom, dad and grandparents. 6. Develop awards and certification for Builders who embrace the BLD standard (follow the Lifemark model).

68 Next Steps and Responsibilities 68


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