SCGP organized a seminar to share insights from the older generation with the younger generation, with the goal of generating ideas for packaging designs that align with the changing behaviors and needs of the elderly. The objective is to create packaging that is not only user-friendly and marketable to the elderly but also enhances their quality of life.

This initiative was carried out through the event “Packaging For Seniors: Empowering New Generation for the Elderly – How to Design Packaging that Brings Happiness to the Elderly.” SCGP collaborated with a diverse group of individuals to prepare the younger generation and business owners to understand the secrets of designing packaging and marketing strategies that appeal to the elderly demographic, responding to Thailand’s aging society trend.

Gaining New Perspectives and Understanding the Elderly
The event began with the topic “Delving Deep into Insights: What Kind of Packaging Do the Elderly Desire?” Three real-life speakers shared insights, starting with perspectives on physical health. Assist. Prof. Titima Wongviriyawong, an expert in geriatric medicine from Siriraj Hospital, discussed the physical changes that come with aging, emphasizing the need for packaging to accommodate issues like deteriorating eyesight, joint problems, and muscle weakness. For instance, packaging should prioritize ease of use and manipulation for elderly individuals.

Similarly, Ms.Orasa Dulyayangkul, the creator behind the brand “Craft in on” representing both the younger and older generations, highlighted the elderly’s desire to maintain independence and not burden their families. Therefore, packaging for daily-use items should focus on convenience, practicality, and safety. Large text, clear images, and distinct packaging features can assist in recognizing and using products effectively.
Furthermore, Ms.Rapida Atchakit, the owner of the “Ken Mae Thiew” page and someone who has more than 7 years of experience in caring for a mother with brain-related illnesses, also contributed valuable insights. She highlighted that for the elderly, choosing packaging that is truly functional is often more important than the brand of the product. This is because being able to independently use items without relying on others is a small success that can greatly uplift the spirits and emotions of the elderly on a daily basis. She also shared her perspective on how changing the way we shop for household items is crucial.

“We need to revolutionize our approach to shopping for items at home. Instead of selecting items based on scents or preferred brands, we should choose packaging that our mothers can use easily. For example, switching from glass bottles to plastic ones with pump mechanisms for sauces like tomato ketchup is a small success that can boost the mental and emotional well-being of the elderly. It’s about making items accessible and user-friendly.”

Designing Packaging for Senior
Designing packaging for the elderly requires attention to details and understanding user behavior beyond aesthetics. Packaging should be accessible across generations, ensuring ease of use for families while enhancing the quality of life for all. The topic “Design for Aging: How to Meet the Needs of Quality Living and Business” tackled these aspects.

Asst. Prof. Dr. Ake Pattaratanakun, Head of Marketing Department, Chulalongkorn Business School, Chulalongkorn University, emphasized the importance of grasping Silver Gen’s consumer behavior, considering their health, exercise habits, and purchasing behaviors. The challenge is to design packaging and sales strategies that cater to these preferences. Dr. Ake underlined the need to align design choices with the understanding of older adults’ perspectives, stressing that what seems appealing in terms of technology or minimalist design might not suit their needs.
Moreover, Mr.Suriya Pimcoat and Ms.Onpawee Bavonpattanapaisarn, Food and Beverage Packaging Designers from SCGP, shared real-life case studies of proactive packaging design. They stressed the importance of understanding customer behavior through discussions and surveys to create designs that provide new experiences. They also emphasized the significance of Universal Design principles, making packaging easy to understand and use for all ages.

Harnessing the Power of the New Generation for the Elderly
SCGP believes that the ideas and energy of the younger generation can contribute to designing packaging that enhances the quality of life for the elderly. Collaborating across generations can lead to a harmonious society that prioritizes the well-being of all, regardless of age.

Students and individuals interested in contributing their packaging ideas for the elderly can participate in the SCGP PACKAGING SPEAK OUT 2023 competition, which is open for submissions until September 7, 2023. More information can be found at https://thechallenge.scgpackaging.com/en/speakout.