Americans are living longer.
According to the U.S. Census Bureau, by the
year 2050, the number of people aged 65 and
over will reach an unprecedented 83.7 million.

 

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Statement of the Problem

Life expectancy in the United States is increasing. By 2050, the number of people aged 65 and over
will be at a record-breaking level. This unprecedented growth in the senior population will undoubtedly impact the design of over-the-counter (OTC) products and their packaging. The pharma industry is
not a neutral landscape – it involves a more competitive selection of brand-name medicine options battling for customers’ attention. However, most consumers surveyed by the U.S. Food and Drug Administration (FDA) would prefer more guidance and education about what OTC pain medication they are taking and why. FDA-conducted research revealed the need to challenge product and packaging designers and manufacturers to create thoughtful packaging that is easier for aging consumers to understand and access.

Such extraordinary growth in the aging consumer demographic will undoubtedly have an impact
on American industries and manufacturers.

The United Nations reports that the 60+ age group is the fastest-growing consumer demographic globally. Bank of America has estimated that senior spending will reach $15 trillion in 2023.
And yet the issues that make seniors’ daily lives harder or easier — such as packaging design —
are often overlooked or not even considered.

Patient Safety Principles and Practice reports that consumers can purchase OTC pain medication products from many retail outlets without a doctor’s prescription or advice from any healthcare professional. This freedom may lead to potential hazards and adverse effects if the aging consumer makes wrong decisions.

Some older consumers took multiple NSAIDs simultaneously and were not always aware of the danger of adverse effects.

“With the mad rush to get people off opioids, we will undoubtedly start to see an increase in adverse events from NSAIDs and acetaminophen. It’s inevitable,” says Sean Mackey, chief of pain medicine at Stanford University.

A Medical Expenditure Panel survey on potentially inappropriate medication (PIM) found that almost
one-third (30.9%) of older adults aged 65 and older had used a PIM. Introducing new medications for existing and previously untreatable conditions and the tendency to add new medicines to a growing
drug regimen for each situation increases the risk of inappropriate medication use (Miller).

Branding is a big issue.

A person is overwhelmed by the brand-name OTC products competing for who has the flashiest and most colorful packaging. This appeals to the consumer’s eye but is misleading for older adults when essential information is not clearly labeled. 

With the increasing number of generic products available on the market and the possibility of buying
OTC drugs from non-pharmacy outlets, aging consumers must possess the necessary knowledge of packaging to differentiate between the different brands and choose the proper medication for their ailments (Håkonsen).