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Seniors want to be active, independent and live in their homes for as long as possible. However, household chores present a major challenge, especially to those living alone and without help. As the demographic imbalance of fewer younger people and the lack of elder care professionals creates a void, the emergence of home automation and household robots present an opportunity for brands. Here, Mintel experts discuss three fascinating scenarios about ageing in 2030 and how a tool like scenario planning can help marketers envision the future.



Andrew Davidson (host)
SVP/Chief Insights Officer

Jamie Rosenberg
Global Household & Personal Care Analyst

Richard Hopping
Senior Brand and Household Analyst

Behice Ilhan
Senior Trend Strategist