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.

Host: Andrew Davidson (SVP/Chief Insights Officer)

Guest: Jamie Rosenberg (Senior Global Analyst)

Richard Hopping (Senior Brand and Household Analyst, UK)

Behice Ilhan (Senior Trend Strategist)