CATEGORY 1: PROTECTING THE SAFETY OF VULNERABLE CONSUMER GROUPS - LARGE COMPANIES
IKEA OF SWEDEN AB (Sweden)
Home furnishing products for all – Affordable design with the safety of vulnerable consumers in mind
More and more consumers intend to stay active as they age and live in their own homes longer. However, not all private dwellings are equipped to deal with the demands of ageing or other vulnerabilities. IKEA sought to address this with the OMTÄNKSAM collection consisting of 22 affordable furniture and household products, all designed to support everyday independent living.
The range was developed in collaboration with ergonomists, physiotherapists, and researchers, and tested in focus groups of individuals with special needs and limitations. An example is an extra-long shoehorn, which saves people from bending over when putting on shoes and thus prevents falls and offers support for persons with poor balance. The collection shows that products designed for vulnerable consumers can be stylish as well as functional. And given Europe’s ageing population, this is a market opportunity that is only likely to grow.
“This is a clear example of a manufacturer investing in affordable products for vulnerable consumers, helping to provide independence and safety in the home,” noted the Jury.
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