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Harriet Wakelam discusses why ageing populations demand a fundamental rethink of product design, storytelling, and accessibility—and how AI can help organisations listen, learn, and build more inclusive mobile experiences at scale.
As populations across regions rapidly age, businesses face a profound design and growth inflection point.
By 2030, nearly a third of people in markets like Singapore, Hong Kong, Taiwan, and China will be over 65—reshaping workforce dynamics, consumer behaviour, and financial needs. Yet most product, marketing, and technology teams are decades younger than the audiences they increasingly need to serve.
That gap creates not just a demographic challenge, but a strategic one: how do brands design experiences for people whose realities, aspirations, and physical needs differ from their own assumptions?
“Don’t think about it like an ending. Think about it like an unfolding. With your marketing hat on, what is unfolding… Remember the human behind the technology and think about this group of people as just as vibrant and exciting as the generation that’s coming up,” said Harriet Wakelam, Executive Director, Design, DBS Bank.
Harriet took the stage at Unlocked: Mobile & App Growth Summit Singapore to challenge leaders to rethink how they perceive ageing—not as decline, but as reinvention, opportunity, and untapped economic power.
Three things Martechvibe learned from her talk;
- Ageing is an opportunity, not a limitation
Older consumers are not defined by retirement stereotypes. Many are launching businesses, reinventing careers, and managing multi-generational wealth. Designing products and marketing narratives around capability, independence, and contribution unlocks a powerful, growing segment often overlooked by youth-centric strategies.
- Listening at scale reshapes inclusive innovation
AI and synthetic data enable organisations to hear emerging stories across languages and demographics. By analysing lived experiences—complaints, aspirations, reinvention journeys—brands can move beyond assumptions and design financial services grounded in real, evolving human needs.
- Accessibility is growth strategy, not compliance
Inclusive design is not a regulatory checkbox. Ageing affects vision, dexterity, and interaction patterns, making accessibility fundamental to mobile experience. Voice interfaces, clearer touch targets, and adaptable design expand reach while future-proofing products for a rapidly ageing digital population.
Watch the full video here.
