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making the most of The UD Opportunity

making the most of The UD Opportunity. Task Force Meeting – IBS SHOW – January 2011. Today’s Discussion. 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.

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making the most of The UD Opportunity

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  1. making the most of The UD Opportunity Task Force Meeting – IBS SHOW – January 2011

  2. Today’s Discussion • 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. What the Research Tells Us: Consumer Interest in and Adoption of Universal Design AARP Universal Design Consumer Education Task ForceOrlando January, 2011 Jeanne Anthony, Sr. Project Manager AARP Education & Outreach

  4. The Original Freedom House

  5. The Freedom House

  6. 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)

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

  8. AARP Universal Design Research

  9. 1.Consumer understanding of Universal Design

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

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

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

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

  14. 4. Obstacles to consumer acceptance of Universal Design

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

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

  17. What to call Universal Design? Just Good DesignBetter Inclusive Home for All UNIVERSAL Universal DesignEasy Living Home DESIGN Design for AllLifetime Design Just Good DesignHome for All Easy UNIVERSAL DESIGN UNIVERSAL DESIGN Design for you Design for a Lifetime Good Home for All Good Design Inclusive Design Better Living DesignAdaptable Homes Easy Living Design for AllHome Adaptable Homes Good Design Smart Design

  18. Today’s Discussion • 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

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

  20. “Universal Design” has issues • 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.

  21. The idea, though, can be communicated

  22. The idea, though, can be communicated

  23. The idea, though, can be communicated

  24. The idea, though, can be communicated

  25. But in the home, it means old, frail and disabled

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

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

  28. universal design around the world

  29. Common Threads 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. Some examples…

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

  31. Ireland has a program, too

  32. Germany is investing, too

  33. Japan is also a serious player

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

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

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

  37. It’s been embraced by developers

  38. Five Basic Tenets: • Usable • Adaptable • Accessible • Inclusive • Lifetime Value Nowhere in their material to they use the term “universal design.” They use Lifetime Design.

  39. The materials are consumer-friendly

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

  41. AMONG TASK FORCE MEMBERS: UNIVERSAL AGREEMENT EXISTS

  42. Initial Interviews with Experts • 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.

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

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

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

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

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

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

  49. Two Key Unresolved Issues • 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.”

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