Hard to read, tricky to understand….and an absolute pain in the backside to open!
Yes, we’re talking packaging; the bane of many people’s lives – and not least older people’s lives. According to a study carried out by the University of Portsmouth, packaging on supermarket goods in particular can make us ‘older’ consumers feel powerless and vulnerable.
And it’s not hard to see why: Whether it’s with food or non food items, here’s a brief list of some of the key frustrations that older people here in the UK commonly experience:
– Small print: Ingredients, instructions and product descriptions written in near-microscopic font sizes makes it particularly tricky to read the information about the product you intend to buy.
– Pack design: Overly complex packaging designs, excessive use of colours and cluttered layouts can, again, make it difficult for older people to find, and understand, the necessary product information they need.
– Difficult-to-open packaging: Previous studies have shown that an estimated 67,000 visits are made to A & E every year in the UK because of accidents involving packaging. All too often, it is ridiculously difficult – and clearly dangerous – to open, not least for those with reduced dexterity or hand strength. Tightly sealed jars, blister packs that require scissors or sharp objects to open, or packaging with overly complicated opening mechanisms all play their part.
– Inadequate labelling: Insufficient information on packaging can lead to confusion and uncertainty, particularly for those with specific dietary requirements or allergies. Clear and prominent allergen labelling is absolutely crucial to ensure the safety of older consumers.
– Complex instructions: Products with complicated or unclear instructions (often badly translated from another language) may well pose difficulties for older individuals, especially for those less familiar with modern technologies or complex processes.
– Portion sizes: Many older individuals would prefer smaller portion sizes – particularly for food items – because of their dietary requirements or simply reduced appetite. However, many products come in standard sizes that can lead to difficulty in managing portion control, or even food being chucked away.
– Excessive packaging: Apart from the concerns that many of us have about the environment and sustainability, dealing with all those out-sized boxes, blister packaging, polystyrene protectors, etc, ect, are an absolute nightmare to deal with.
– Lack of clarity on pricing: Pricing structures or promotions that are unclear or difficult to understand just make it harder for us to make proper informed purchasing decisions.
What’s Being Done
Not before time, many manufacturers here in the UK are now waking up and taking steps to improve the packaging and ‘user experience’ for older adults. These include clearer labelling, simplified packaging design, packaging that’s easier to open, clearer instructions – often with simple diagrams – smaller portion sizes, and most importantly, engaging more with the consumer and actually listening to the feedback.
What We Can All Do
So while some positive changes are now beginning to happen, there are several actions you can take now. These include speaking directly to the store manger, contacting customer service – either in-store, on the phone or online, and engaging with local consumer groups and local environmental organisations who often have direct experience in addressing these issues. You can also voice your concerns to Trading Standards – a government body there to protect the consumer, and of course you can ‘take to social media’, for example, by going on to the supermarket’s Facebook page and voicing your concerns. Chief Executives and CEO’s of these companies may well have Twitter accounts, so you could try messaging them in this way. As Corporal Jones from “Dad’s Army” would say, “They don’t like it up them!”. And of course, you can support local shops and markets that support sustainable packaging and no-nonsense labelling.
Practical Tips
At home, it could well be worth investing in such items as a jar/bottle opener, spring-assisted scissors, rubber or adhesive grips, an electric tin opener, and non-slip Dycen mats, for a stable surface when opening a jar or bottle. However, if you buy these items on line, we can’t promise you won’t struggle with packaging once they arrive! Meanwhile, why not ask your family, friends or care providers for their suggestions too.
0 Comments