The UK's ageing society and, in particular, the rise of a new demographic of 'Young Old, Young Olds' (YoYos), are throwing up unprecedented challenges for designers. Ageing is as disruptive as adolescence: moving home, changes in health, confusion over new technology and sexual diseases all require design solutions.

The RCA's 'Age is not a condom' campaign and Samsung's mobile phone instruction manual, which makes the phone impossible to use until every page has been read, are examples of the innovative work already underway to meet these challenges.