MAKING THE MOST OF
THE UD OPPORTUNITY
Task Force Meeting – IBS SHOW – January 2011
Today’s Discussion
2

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
What the Research Tells Us:
Consumer Interest in and
Adoption of Universal Design
AARP Universal Design Consumer Education Task Force
Orlando
January, 2011
Jeanne Anthony, Sr. Project Manager
AARP Education & Outreach
3
The Original Freedom House
4
The Freedom House
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)
Somewhat
disagree
4%
Strongly
disagree
5%
Don't know
1%
Neither agree
nor disagree
4%
Somewhat
agree
13%
Strongly agree
73%
7
AARP Survey: Home and Community Preferences of the 45+ Population
September 2010,
Household Features in Current Homes (n=985)
A full bath on main
level
82%
A bedroom on main
level
81%
A sidewalk in front of
home
64%
A half bath on main
level
43%
An entrance without
steps
36%
Door handle levers
instead of knobs
34%
Doorways wider than
standard
27%
0%
8
20%
40%
60%
80%
100%
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 Design
Better
Inclusive
Home for All
UNIVERSAL
Universal Design Easy Living
Design for All
Home
DESIGN
Lifetime Design
Just Good Design
Home for All
Easy
UNIVERSAL DESIGN UNIVERSAL DESIGN
Design for you
Design for a Lifetime Good
Home for All Good Design Inclusive Design
Better Living Design
Easy Living
Adaptable Homes
Design for All
Home
Adaptable Homes
Good Design
Smart Design
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Today’s Discussion
19

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
20
Understanding UD Today
Getting from “Old, Frail and Disabled”
to “Design Everything for Everyone”
“Universal Design” has issues
21





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.
22
The idea, though, can be communicated
23
The idea, though, can be communicated
24
The idea, though, can be communicated
25
The idea, though, can be communicated
26
But in the home, it means old, frail and disabled
27
The best UD is transparent (invisible) to consumers
Which makes it much harder to communicate
28
Clearly there is work to be done
We are miles from
“design everything for everybody”
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UNIVERSAL DESIGN
AROUND THE WORLD
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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…
Australia was going strong…
31
But seems to have been dormant since late 2009
Ireland has a program, too
32
Germany is investing, too
33
Japan is also a serious player
34
Japanese Corporations are involved
35
Every major Japanese
corporation is a full
dues paying member
Norway will be UD by 2025
36
As dictated by the
Ministry of Children
and Equality
New Zealand Leads the Way
37
Lifetime Design program is clear, simple, & working:
It’s been embraced by developers
38
Five Basic Tenets:
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1.
2.
3.
4.
5.
Usable
Adaptable
Accessible
Inclusive
Lifetime Value
Nowhere in their material to they use the term
“universal design.” They use Lifetime Design.
The materials are consumer-friendly
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Our Conclusion:
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The U.S. is simply behind
Let’s take stock of where we are
and what we can do about it.
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AMONG TASK FORCE MEMBERS:
UNIVERSAL AGREEMENT EXISTS
Initial Interviews with Experts
43





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.
Two Options for Reaching Consumers
44
Consumer Pull
Trade Push
Prerequisites:
Prerequisites:
A leader
An organized effort
15 second sound bite
United industry
Accepted name/term
Big budget
A convener
An organizing effort
A manifesto
Industry representative
Accepted name/term
No budget
Our Initial Approach
45
Consumer Pull
Trade Push
Prerequisites:
Prerequisites:
A leader
An organized effort
We started
15 second
sound bitehere:
United industry
Accepted name/term
Big budget
A convener
An organizing effort
A manifesto
Industry representative
Accepted name/term
No budget
But Can We Do Both?
46
Consumer Pull
Trade Push
Prerequisites:
Prerequisites:
A leader
An organized effort
15 second sound bite
United industry
Accepted name/term
Big budget
A convener
An organizing effort
A manifesto
Industry representative
Accepted name/term
No budget
Convening a Coalition
47
Five Key Principles of Effective Collaboratives:
1.
A clear purpose, vision or mission.
2.
A champion or convener/organizer.
3.
A commitment to the time required to succeed.
4.
The right processes and tools for collaboration.
5.
Concrete deliverables and outcomes.
And So Far, So Good
48
Five Key Principles of Effective Collaboratives:
1.
A clear purpose, vision or mission. ✔
2.
A champion or convener/organizer. ✔
3.
A commitment to the time required to succeed. ✔
4.
The right processes and tools for collaboration. ✔
5.
Concrete deliverables and outcomes. ✔
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Our Singular Focus:
Help Universal Design more quickly
reach a “tipping point” with consumers
But…
Two Key Unresolved Issues
50

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.”

More Importantly…
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There is a sense that this
effort is still too abstract.
How do we make
it more concrete?
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IDEAS?
Seizing the Opportunity
53




How to Best Lead this Initiative?
What Decisions are Needed to Move Forward?
What Strategies and Tactics Make Sense?
Where can Funding Come From?
 The
Government
 Foundations
 Corporations

Can We Leverage AARP and its Army of 37
Million?
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Are There Models We Can Follow?
Engaging Consumers…
Starting a Movement…
1. Good Housekeeping Seal of Approval
2. Energy Star
3. Lifetime Design/Lifemark
101 Years of Success
55



Official review and
accreditation
Requires payment to
earn the badge
While less meaningful
today, still viable
The Power of Energy Star
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


Driven by the EPA initially
A trade push strategy
Evolved now into a movement
Lifemark Provides a Good Model
57
Clear, simple, & consumer-friendly. No mention of
“universal design” anywhere.
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ONE IDEA
59
Form a new Association
It will have instant legitimacy based
on the Organizing Members
Organizing Members of Association
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The Mission of the Association:
Encourage more wide-spread interest
and acceptance in a new standard for
design as related to the home and
products for the home.
62
Announce a New Name
“Better Living Design” or BLD
The new standard where everything
is designed for everyone.
“Better Living Design”
63



Incorporates the principles of UD, and/or
sustainability and/or consumer-directed design.
Applies to everything.
Aspirational and attractive not only to designers,
manufacturers, builders and developers, but to
consumers as well.
 Not
age-based or ADA specific.
 The “new standard” in product and housing design.
 Delivers emotional as well as rational benefits.
 Has a great acronym: BLD
A Tactical Approach
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1.
Start the Better Living Design association



2.
www.betterlivingdesign.org (already secured)
Task Force members get free membership for next five
years.
Charge others to join to start to create a war chest.
Announce the new association immediately and seek
funding from Task Force members, the government
and foundations.

Identify initial BLD approved products and issue them
certificates/seals. Include Heinz, Oxo, Target and
others.
Announce Iconic BLD Examples:
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A Tactical Approach (continued)
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3.
Work with TF member associations to develop
content, certification and or designations for BLD as
applied to home design and building.

4.
Rename CAPS and other “aging” or UD-focused
programs with the BLD terminology.
Work with Home Improvement retailers on BLD
designation for products they sell – push up stream
to manufacturers and downstream in-store to
consumers.
A Tactical Approach (continued)
67
5.
Create a BLD presentation and education module
for elementary, middle and high schools that AARP
members can volunteer and conduct.

6.
Turn loose an army of engaged members to reach
children, who will then take the message home to
mom, dad and grandparents.
Develop awards and certification for Builders who
embrace the BLD standard (follow the Lifemark
model).
Next Steps and Responsibilities
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