Elder Aid: Digitally Helping Seniors Cope During Lockdown

April 30th 2020

New support systems are coming to the aid of the elderly during the quarantine, as our world suddenly became increasingly virtual.

In Singapore, FairPrice grocery chain is using mobile markets to bring essential goods to neighbourhoods with a high percentage of senior citizens. The vans are comparable to on-the-go provision shops that were common in Singapore in the 1960s—bringing a sense of nostalgia to older customers in uncertain times.

Thanks to Starling Bank, caretakers can also now use a Connected Card to shop on behalf of self-isolating seniors. The card gives the account holder full control of their money when they’re unable to venture to the store, solving a key COVID pain point.

And in Belgium, Zorabots is lending video-calling robots to nursing home patients who are unable to have visitors. The robots are connected to Facebook Messenger, allowing seniors to safely connect with their loved ones at a distance.

Older populations are adapting to new ways of living while on lockdown. Seniors gain access to the #ConvenienceEconomy and join #ConnectedFamilies as our world becomes increasingly virtual.

Read more here: https://www.instagram.com/p/B_ibHZrJen_


An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into. Edges provide direction on emerging and evolving cultural, consumer and category behaviour.

A Trigger is an accurate observation of a fact that occurs in the world around us, but that may be indicative of a possible macro shift in society in the short term or medium-to-long term.

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Laura De Deurwaerder Integrated Brand Strategist TBWA\Backlash

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