Aging at Home: Fathom Study Explores the Authentic Needs of Older Adults

The largest-ever cohort of Americans over 70 are changing our culture’s notion of what “senior-living” looks like. Nearly all of the aging baby boom generation plans to age in the homes they love, and they have much higher expectations for their quality of life than the generations before them.

Co-creating solutions to the challenges of aging at homeHaving worked with dozens of clients designing products and services for this enormous audience of more than 70 million consumers, we are still surprised how many businesses assume that basic needs—such as health and safety—are all that seniors care about. A Google search for “aging in place” still returns nothing for these aging Americans other than ads for shower grab bars and “nanny cams for mom.”

Co-creating solutions to the challenges of aging at homeThis misplaced focus—seeing seniors first and foremost as vulnerable and disabled—prompted Fathom Consulting to explore how to better help our clients design for the real opportunities of the thriving aging at home market. After a year of focused research (using qualitative, quantitative, secondary, and co-creation methods), it has become clear to us that seniors have needs far beyond just surviving their daily shower.

Illustration of hierarchical needsToday we’re excited to share a framework for supporting the holistic needs of those who are aging at home. Similar to other hierarchical models in the field, our framework emphasizes that health and safety are only a part of the quality of life picture. Today’s seniors are thinking beyond survival and striving for continued purpose. In addition, our framework illustrates the essential emotional needs for connection and self-determination. Without accounting for how a product connects and empowers the older adult using it, nothing it is trying to achieve towards health, safety, or purpose will work.

Using the framework as a starting point, we can leverage traditional ethnography, design thinking, and co-creation methods to envision innovative products and services to satisfy the full range of needs of older adults. And those who take this human-centered approach can expect greater adoption and usage of their innovations for many years to come.

For more information on the needs framework, including many examples of how it can be used to spur innovation and design, read the full study here.

Evantage is now Fathom Consulting

MINNEAPOLIS  (January 31, 2017) — Evantage Consulting, a Minneapolis-based business consultancy that has been serving the Twin Cities for nearly 20 years, today announced that they will be starting the new year with a makeover that includes both a name change and a new office location.

The tide of evolution began in 2015 when the firm founder, Robin Carpenter, unexpectedly passed away and Kate McRoberts, former minority partner, assumed ownership. A few months later, former Carlson Rezidor and McCann Worldgroup executive, Rachael Marret, joined the firm as managing director, and Bret Busse was promoted to senior vice president of operations.

“The name Evantage was coined when the firm was founded in 1999 when the Internet was becoming mainstream and adding an ‘e’ was the thing to do,” said McRoberts, “After nearly 18 years, we felt it is time for an update as we mark a next step in our evolution. We specialize in helping clients capitalize on periods of change, and now it’s our turn.”

Starting this week, Evantage will be known as Fathom Consulting, (consultfathom.com). “We believe our new name more keenly signifies what we have always done best for our clients: delving deeper, asking tougher questions, and helping to bring understanding to their most complex business challenges,” explained Marret. “After talking to our clients about what sets us apart, we have also adopted a new tagline: ‘From complexity to confidence’ that expresses our ability to unravel and solve some of their toughest strategic, operational and customer experience challenges.”

Along with a fresh face, the firm has also moved to a fresh office space in the North Loop, just two downtown blocks from its former Colonial Warehouse location on Third Avenue North to the historic Bradshaw Building at 108 N. Washington Avenue. The relocation gave the firm a chance to design its own collaborative workspace and integrate its new branding of Fathom Consulting.