Older consumers left ‘powerless’ by packaging

Packaging can leave ‘older’ consumers feeling powerless and vulnerable, according to a new study. Research carried out at the University of Portsmouth (UoP) found that issues such as difficulty reading labels or opening tins can damage consumers’ sense of self-worth. Other problems included items being difficult to stack or too heavy to carry because of their packaging.
The findings revealed that ageing-related changes – such as arthritis and deteriorating eyesight and physical strength – made consumers more at risk of experiencing ‘vulnerability’ when buying packaged consumables. An article about the research is published in the Journal of Marketing Management (News Item UoP, 2 February 2016).
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Click here for an abstract of the published article.

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