As the world faces an unprecedented demographic shift, with a growing proportion of the global population entering their senior years, organizations like the UK National Innovation Centre for Ageing (NICA) and its sister entity, Voice, picture how society can adapt to the needs of an ageing population.
sourcingcares editor had the opportunity to speak with Lynn Corner, director of Voice and deputy director of NICA, at the Asia Pacific Care Industry Forum (ACIF) of the Cares Expo Taipei 2024. We delved into the mission, impact, and future direction of these organizations, and how they are helping businesses navigate the growing ageing market.
NICA and Voice: Two pillars of innovation in ageing
NICA was established by the UK government with a clear mission: to accelerate the development of innovative products and services that support healthy ageing. It is based at a university, providing a bridge between academic research and the commercial market. Corner explained, “Our focus is very much on bringing evidence-based products and services to market. We look across all industry sectors to identify opportunities that can enhance the quality of life as people age.”
Voice, on the other hand, serves as a critical listening arm, gathering insights directly from citizens about their needs, desires, and lived experiences. “Voice is about listening to what people, especially the elderly, need and want,” Corner shared. “We engage with individuals to understand their aspirations and the challenges they face, which helps us identify meaningful technologies and services.”
Together, NICA and Voice form a unique ecosystem where human experience is combined with data to de-risk innovation, making it easier for businesses to enter the ageing market with confidence. By merging real-world insights with research data, they help companies develop solutions that truly resonate with consumers.
Leveraging “ageing intelligence” for business success
One of the services that NICA and Voice offer is their “ageing intelligence” platform. This digital resource combines a wealth of data gathered from Voice’s extensive community, which spans across the UK and internationally, including chapters in Taiwan, Singapore, and soon, South Korea. This data is made accessible to businesses looking to develop products for the ageing market.
Corner emphasized the value of this platform: “We don’t just collect data; we make it actionable. Our members contribute their ideas and feedback through workshops, surveys, and digital polls on various topics, from housing adaptations to healthy eating. This gives businesses direct access to consumer insights that can guide their product development.”
For companies exploring the ageing market, it provides clarity on what older consumers want, thereby reducing the risk of launching products that might not find a market. As Corner noted, “Our goal is to help businesses succeed, because when they do, it means better products and services for the ageing population.”
Global approach to local challenges
One of the key strengths of Voice is its global reach. With thousands of members across multiple countries, Voice can provide insights that are both culturally specific and globally relevant. This is particularly beneficial for businesses looking to expand internationally. “The experience of ageing may vary slightly due to cultural differences, but many challenges are universal,” Corner explained. “Whether it's dementia care or healthy longevity, the core issues are similar across different regions.”
Voice’s presence in multiple countries allows them to understand these nuances and help businesses tailor their offerings accordingly. For example, a technology solution that works well in the UK can be adapted for markets in Asia by understanding local needs and preferences. Corner pointed out, “There’s a lot of fantastic innovation happening in places like Taiwan, and we aim to help those products reach broader markets, like the UK and the US, by providing the necessary consumer feedback and market entry support.”
Supporting startups and established businesses alike
NICA and Voice are not just about research and data; they also provide consultancy-like support, especially for startups. Corner likened their role to that of an accelerator program, offering guidance to companies on product-market fit. “We’ve supported hundreds of startups by connecting them with our Voice members who test products and provide critical feedback,” Corner said. “This helps companies refine their offerings before launching them commercially, thereby increasing their chances of success.”
One of the key advantages of Voice’s community is its willingness to challenge ideas. “Our members are not just there to endorse a product; they will challenge it if there are flaws,” Corner stated. This honest feedback loop is invaluable for businesses looking to perfect their products.
Building age-friendly cities: The city of longevity initiative
Beyond supporting individual businesses, NICA is also looking at the bigger picture. One of their ambitious projects is the “City of Longevity,” developed in collaboration with Stanford University. This initiative provides a framework for cities to promote healthy ageing through thoughtful urban planning. “We are helping governments and city planners think about how to design spaces that encourage healthy behaviors, like walking, and reduce long-term health issues,” Corner explained.
The goal is to ensure that as people live longer, they do so in environments that support their physical and mental well-being. “A city that supports longevity is one where people can remain active, engaged, and connected throughout their lives,” Corner added.
Navigating the Future: Voice Taiwan and Beyond
As the conversation shifted to the Asia Pacific region, Corner shared insights into Voice’s plans for Taiwan. The goal is to expand their member base and gather insights that can benefit both local and international businesses. “We already have about 400 members in Taiwan and aim to reach 1,000 soon,” said the Voice Taiwan representative. “The feedback from these members will be crucial for businesses looking to design products that meet the specific needs of Asian consumers.”
Voice’s presence in Asia is not just about collecting data; it’s about fostering a dialogue between regions. “By understanding what works in Taiwan or Singapore, we can bring those innovations to Europe and vice versa,” Corner noted. This cross-pollination of ideas can lead to better solutions for ageing populations globally.
By combining human insights with robust data, NICA and Voice are helping companies develop products that not only meet the needs of older adults but also enhance their quality of life. Whether a startup looking to enter the ageing market or an established business aiming to expand internationally, NICA and Voice offer the resources, support, and intelligence to guide the journey.
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