Product stigma and Consumer Psychology in the UK

Transcription

1 WHICH? BRIEFING: TOOLS FOR INDEPENDENT LIVING FORUM Oct 009 for all consumers

2 BACKGROUND Which? research in 008 found that the majority of people aged 45+ want to remain living independently in their own home for as long as possible as they grow older. Most respondents said they would be very willing to use products and gadgets to help them to do so. Therefore we undertook research looking in more depth at people s attitudes, experience and use of assistive technology (or tools for independent living ) and the push and pull factors to using and buying products of this sort. We carried out a further survey among adults aged 45+ in order to gain the views, not just of those people already or imminently using these products, but also of the wider body of consumers, who may be making or influencing the decisions of their older friends and relatives. Of course, the products and services under discussion are also useful to a range of younger consumers, such as those with a disability, but our research focused on the issues specifically in relation to older people. Due to the rapidly growing number of older people, the market in these tools for independent living is growing quickly, and encompasses anything from grab rails and blood pressure monitors to bed exit/occupancy sensors and intelligent toilets, as well as the services which support these products. It is a relatively low cost solution, in comparison to the cost of hospital admissions for example, but one with problems with awareness, design, take-up and sales practices. For example, a 008 Which? magazine report on mobility aids uncovered questionable sales techniques and highlighted the ineffectiveness of the British Healthcare Trades Association. It is also a market in transition, given that: > The number and proportion of older people in the UK is growing rapidly. > The amount of money to fund this growing body of people is not growing rapidly. > In 008, 75 of local authorities say that only those with substantial or higher needs are eligible for social care support. > Therefore, for at least some products and services, a shift from state supply to private purchase is likely. > Baby boomers who are now reaching their 60 s and 70 s are more demanding consumers than ever before. > The boundary between health and social care is becoming less clear. > More and more people are taking control of decisions about their life via mechanisms such as direct payments and personalised prescriptions. Page of 14

3 THE FORUM To debate the future of this market, Which? held a discussion forum in central London on 5 September 009, which was attended by representatives from retail, manufacturing, the third sector and government. We wanted to examine how this growing market should develop, so that it delivers what consumers want and need in terms of quality, choice, value for money and protection, and to explore why lack of consumer pressure has been such an obstacle to progress. 1 Finally, we wanted to discuss what, if anything, Which? could uniquely do to help shape this market for the benefit of consumers. This briefing sets out the key findings of our research. It avoids restating what is already well established in terms of the benefits of these products and which products people have most experience of. Instead our aim is to highlight findings which bring a specifically consumer angle to the debate. For the detailed findings of our research, see the appendix. This briefing also sets out notes from the discussions which took place at the forum. The majority of views aired are represented, and thus these notes neither represent a consensus of opinion, nor the views of Which? ABOUT WHICH? Which? is an independent, not-for-profit consumer organisation with over 700,000 members and is the largest consumer organisation in Europe. Which? is independent of Government and industry, and is funded through the sale of Which? consumer magazines, online services and books. For more information or details on the research conducted by Which? please contact Claire Lilley, Senior Policy Adviser at claire.lilley@which.co.uk. 1 Audit Commission, 004, Older People: Assistive Technology, London. Page of 14

4 OUR RESEARCH FINDINGS OUR RESEARCH We surveyed 1,105 adults aged 45+ representative of adults aged 45+ in the UK on a faceto-face omnibus from 4 to 8 June 009. Respondents were asked questions about their attitudes, experience and use of these tools for independent living, and the push and pull factors to using and buying products of this sort. We carried out an online survey among,88 Which? members in July 009. We wanted to find out to what extent members use/have used assistive technology and how they felt about doing so. The results of this research have been used in this paper only to provide illustrative quotations, and are not included in the quantitative data presented. FINDING 1: PEOPLE RECOGNISE THE BENEFITS AND ARE RECEPTIVE TO USING PRODUCTS People recognise the potential of these products and are receptive to the idea of using them, as well as having experience of them, often via a friend or relative. > For help with practical tasks to stay independent at home, equipment I operate is first preference for 45 vs. 5 opting for friends and family, for instance. > 81 agree products have the potential to improve their quality of life. > 79 of non-users would be willing to use them with only 15 unwilling. > 8 can spontaneously think of a benefit. > When presented with a list of different types of products, 85 say they are likely to use products that prevent accidents. > Half of adults aged 45+ have experience of products, either themselves or through a close friend or relative. We installed grab rails to benefit my late mother but we have left them all in situ as we ourselves (age 66 and 76) find them very useful. Rails leading to and within my home made a big contribution to rebuilding my confidence in becoming mobile again following a stroke-like illness. Other simple aids like a balance board were also very useful. All are potentially of great value. I have no problems, ego-wise, in admitting if I need assistance so will buy & use any such items if the situation requires. Every aid helps reduce the amount of stress as well as being an aid to everyday living. Page 4 of 14

5 FINDING : PRODUCTS ARE PERCEIVED AS STIGMATISING AND THERE IS RESISTANCE TO ASSESSMENT > These products and services are not a top of mind solution: only 1 spontaneously thought of them as a potential solution. > There is a degree of stigma attached to them: 59 would hate to think they d ever have to use these products. > This stigma is related to not wanting to feel old or be associated with frailty with cost excluded, this was the main barrier to their use. > The second most important barrier to using products other than cost was not wanting to be assessed. Necessity dictates the action. There is a stigma about them. I don t think that I would be prepared to submit myself to the embarrassment of having these items. It s hard to think about these products when you don t need them yet. FINDING : THERE IS A LACK OF BOTH INFORMATION AND ACCESS ROUTES > Another important barrier to use was: Not knowing what I need/what s available. > Non users were more likely to say they needed information than current users and when asked what would make them more likely to buy products, non users are significantly more likely to say More information on what s available than current users. > 55 of people don t know which companies make these products and 45 don t know which shops sell them. > The recent entrance of nationwide large chains such as Co-Op Xest and Asda to market could improve access to and awareness of these products. It would be useful if advice was available on outlining the benefits for those less confident and who need convincing. You are a captive audience because you can only go to certain places to get them. More likely to buy them if I can try them (in a shop) first. Some are needed only temporarily, you might decide it's not worth the cost or effort. They are difficult to find in household shops. There should be a special section in any hardware catalogue to advertise them. Page 5 of 14

6 FINDING 4: ATTITUDES TO PAYING FOR PRODUCTS ARE MIXED > When asked what, if anything, would put them off buying products at some point in the future if they needed them as they aged, over half cited reasons related to the cost of products, both when asked spontaneously and when given a range of options. > Importantly there was no significant difference in likelihood to cite affordability and cost as a barrier between current users and non users. > The top things which would make people more likely to buy were Value for money and Financial help to pay. > However, 67 would be prepared to pay for or contribute towards the cost of this equipment, while 14 would not. The main issue is whether I can afford it. Most are grossly overpriced, but thorough research helps a lot. A reasonable price & well-manufactured items & good instructions are all important. FINDING 5: THE IMPORTANCE OF GOOD DESIGN IS RELATIVE > Attractive design came out fairly low in respondents priorities, but we hypothesise that this is because good design is a nice to have relative to the fundamental considerations of cost and availability. However, the importance of good design came out very strongly in responses to the open ended question on our questionnaire, as the quotations below illustrate. > Unattractive design is likely to be linked to the perception of these products as stigmatising. Thus, design links in with single most important factor which puts people off using products not wanting to feel old or be associated with fragility. A lot need to be modernised and to think about the person as well as the product. They often look unattractive clumsy looking cutlery, childish drinking mugs, hospital type appearance with a prevalence of grey plastic. Grab rails. Why does no one produce something less utilitarian looking? More people who need them might then install them. SO WHERE DOES THIS LEAVE THE CONSUMER? Consumers attitudes and behaviour in this area are complex. The market is potentially large the over 65s have a spending power of 90billion a year and in 008 spent an estimated 44million on aids, alarms and adaptations. The local authority spend was approximately 177million. Despite this, consumer visibility and influence is lacking. It is crucial to identify ways in which the potential of these products can be maximised and the barriers to widespread, preventative consumer take up be overcome. Market and Business Development, 009, The UK Domiciliary Care Market Development, Manchester. Page 6 of 14

7 EVENT DISCUSSIONS This briefing also sets out notes from the discussions which took place at the forum. The majority of views aired are represented, and thus these notes neither represent a consensus of opinion, nor the views of Which? ENGAGING CONSUMERS > The stigma attached to these products is a significant barrier. > Mainstreaming products will bring benefits in terms of benefitting from economies of scale, better design and lower prices. It will also remove the stigma of using these products as they become more widespread and socially acceptable. > More retailers selling these products visibly will help to mainstream the market. > These products need a better image, and part of that is the language used. People don t label themselves as frail etc so the language needs to change to appeal to them. Words like telecare and assistive technology are meaningless to the everyday consumer. > One way to overcome some of the barriers might be through workforce development - as the population ages, employers will need to provide an office environment which is suitable for older workers. > Mutuality of input is vital - how do you encourage people to get involved and to think in advance about their care and the care of others? > Equipment may make people more isolated even if they are more independent. > The power of a large number of consumers will lead to change eventually. > There should be a focus on changing these products from being niche distress purchases to a mass market of desired purchases. > This is a very segmented market, people have diverse needs and wants and there is no one size fits all solution. It isn t just about those with significant needs. > This will never become a consumer centred market because these are mostly distress acquisitions made for example following an accident. AFFORDABILITY > Mainstreaming of these products will produce economies of scale and lower prices. > The lifecycle of the cost of equipment is important rather than the up-front costs. > People don t know what value for money looks like. > This can be a cost effective approach for local authorities as well as for individuals, so money should be put into preventative services and ring fenced. > 80 of the products people actually need cost less than 0. > Price control is an issue - some products are much more expensive than similar products which are marketed to a different audience such as baby products. > There should be a range of options and prices, as well as methods of payment.. Innovation in the options for hiring and buying is needed. > We need to understand what people want to spend money on, taking into account the lifecycle of products and how often people will want/need to replace them. DESIGN AND CHOICE > People s needs from products should be considered before aesthetic design. > Good design can add value to products and lower costs in the long-term. > Products should be inclusively designed and so desirable to all, rather than producing adaptive products. > The stigma attached to poorly designed special products affects attitudes. > Design and choice only become important when people are convinced they have a need. Page 7 of 14

8 INFORMATION, ACCESS AND ASSESSMENT > A trustworthy, independent source of quality information and advice is crucial. > Health care professionals, especially GPs, must play a bigger role. > People don t always know what they want or need, or what quality looks like. > Information can be provided at different levels - local, regional and national. > There is a role for all those who visit older people in their homes. > A coherent strategy is needed to raise awareness about products and services. > There is a postcode lottery in the provision of both information and services. > Trust in the person making the needs assessment is crucial and there is a danger that if that advice is removed then uptake might go down. > Some delegates advocated a single point of contact for information, though others thought this unrealistic. > People only know what products they actually need once they have been assessed. > Existing information sources should be promoted rather than developing new ones. > Products should be available in a range of mainstream and specialist shops. > There must be a balance between providing advice and hand-holding consumers. > Which? could help to normalise products and influence the market growth. > The link between products and social care assessment should be removed. > There is a lack of information about how to be assessed. > There are opportunities for private providers to do assessments on the high street. MARKET TRANSITION > Existing statutory purchasing stagnates and has resulted in a closed market. Public sector selling reduces the drive for suppliers to innovate and improve products. Moving towards a retail model has the potential to remove these barriers. > There has been market failure in the past 5 years. > Understanding the incentives for commercial players, individual consumers and the state will help grow the market. > Investment from suppliers and local authority support could drive innovation. > There are many opportunities for retailers and manufacturers as a result of the Department of Health s personalisation agenda. > To advance the high-tech end of the market, a big provider is needed. > The potential size of the market is huge. > Some delegates supported the need for minimum standards and increased regulation, whilst others said this would stagnate and stifle development. > There has been mis-selling and unsafe or rip-off products in this sector before. > Regulation could open up the market so that consumers become clearer about what demonstrates good standards. CONCLUSIONS > It s vital to understand who the consumer is and the future context in which they will engage with these products and services. Our ageing population will need more care, yet there will be fewer services and less state money to provide it. Innovative ways of catering for caring demand must be explored. > The true market is made up of the need for both products and services for comfort and contact, convenience, emergency care and more. > There are very different issues for complex and simple products. > We mustn t assume that all consumers have the same needs or desires. > The greater spending power of older people could drive changes to the market. > These issues will affect all consumers not just users but carers and the wider public. Page 8 of 14

9 APPENDIX: WHICH? RESEARCH FINDINGS Unless otherwise stated the base is all adults aged 45+ in the UK (n=1,105). CONSUMER ATTITUDES These products should be easily and widely available to buy These products have the potential to really improve my quality-of-life as I grow older I hate the idea of losing my independence so really welcome these products Agree strongly Agree slightly I would be prepared to pay for or contribute to the cost of these types of product Neither nor Disagree slightly I'd hate to think that I'd ever need to use these types of products Disagree strongly Don t know agreeing strongly or slightly with statements: AT users AT non users I don't know which shops sell these types of products I don't know which companies make these types of products Page 9 of 14

10 Thinking about a scenario in the future when you need help with practical tasks, for example cooking or washing yourself, which of the following would you prefer having to help you? People employed 11 Friends/ family 5 Equipment I operate 45 Equipment others operate 1 8 Which of the following best describes your attitude to using these products in the past and now? (Base: current users aged 45+ n=01) Was reluctant, but found useful 6 Was reluctant and not useful 4 Willing, and found useful 79 Willing, but not useful 5 6 Page 10 of 14

11 CONSUMER EXPERIENCE Have you or has anyone in your close family or close friends used these types of products in the past, or do you / they use them at present? Respondent Friends/family Used in past Use now Never used PUSH AND PULL FACTORS TO USING AND BUYING How would you feel about using/buying these types of products in the future? (To all not currently using products n=904)) Not at all willing 8 Not very willing Fairly willing Very willing Using Buying Page 11 of 14

12 Would any of the following put you off using these types of products at some point in the future if you needed them as you age? (prompted) Not wanting to feel old/ be associated with frailty Having to be assessed 10 1 Not knowing what I need / what's available 9 Products would clutter up / too much space 8 Unattractive products 7 Tricky to install 6 Not want to be reminded of situation 6 Don't understand where/ how to get products 5 Invasion of privacy 5 Don't think any use Prefer to move to care home Fewer people might visit Others at home might not want AT Nothing 7 1 What, if anything, do you think might put you off buying these types of products at some point in the future if you needed them as you age? (spontaneous) Not affording 48 Cost / price / expensive Not knowing what's available Wouldn't know where to get them Shops might sell me things I don't need Having to buy in specialist shop Should be prov by NHS / government Not enough choice Other mentions 5 Nothing 6 10 Page 1 of 14

13 Which, if any, of the following do you think might put you off buying these types of products at some point in the future if you needed them as you age? (prompted) Not affording 55 Not knowing what's available Wouldn't know where to get them Shops might sell me things I don't need Having to buy in specialist shop 11 Not enough choice 6 Nothing 0 1 Which is the most important factor that would make you more likely to buy these types of products? Financial help to pay 16 VFM of products Try before you buy Recommendation from person I trust Products easy to set up and use Recommendation from organisation(s) I trust 6 6 More information on what's available Option to hire rather than buy Products widely and easily available Products that would not clutter house No need for assessment Products used by everyone Attractive design 1 Page 1 of 14

14 Thinking about buying a fairly simple product from this range, such as a light that comes on automatically when you walk past, where would you prefer to buy it? (To all who use/ have used products or would be open to buying them n=855). FF in specialist shop FF in mainstream shop 4 From specialist charity (e.g. Red Cross) Pharmacy 7 8 Online/ mailorder from specialist shop 7 Online / mailorder from mainstream shop 4 Other Nowhere 11 Page 14 of 14