Why?
¨19% of the Australian population have disabilities or functional limitations, which a major cause is aging (ABS, 1998).
¨Includes those.
–born with disabilities.
–whose abilities diminish during their lifetime through disease, accident or ageing.
¨There is a demographic trend toward a growing elderly population (particularly as the "babyboom" generation ages).
– Raises the prospect of a large number of consumers with decreasing abilities.
In 1998 the Aust Bureau of stats estimated that almost 19% consider themselves to have a handicap with 15% stating they needed asssitance  in one or more tasks, eg mobility, communication or personal care.
The serious impact this will have on mass market products is beginning to be recognized by manufacturers.