The ageing population is resulting in people in the UK living longer; by 2037, it is predicted that around a quarter of the population will be 65 or over. Whilst life expectancy is increasing, so will the amount of years spent in poor health.
However, studies have also shown that many in later life feel younger than they are. As changes in technology, lifestyles, and the digital sphere transform our conventional expectations of later life, how can we evolve services and products to serve consumers? What will it mean to ‘grow old’ in the future? Will we ‘grow old’ at all?