Loneliness and retail
Final year dissertation
For my final project, I decided to research into an epidemic problem that is worsening in the UK. Loneliness and social isolation. It was very poignant to study such an interesting topic as we entered the changing climate of Covid-19 as it helped emphasise the need for this issue to be addressed. For my stage 1 dissertation, my research topic was “Can retail experiences benefit loneliness in older generations”. As we are an ageing population, I understand that our demographics will change over time and this can bring significant consequences to our economy and national health systems. With primary and secondary research outlining that consumers use retail environments to mitigate their loneliness and install societal connection into their lives, my stage 2 business idea was born: Huddle; an online webpage that connects older people with others in their local town through social groups and local businesses.
Future Thinking
To start my final year, I researched into a chosen macro trend; The Experience Economy. After working in retail for 6 years I am interested in how experiences will be changing the landscape to increase consumer footfall and engagement. This research project would then lead me to identify a specific topic to research.
Can retail experiences benefit loneliness in older generations, in the UK?
Stage 1
My stage 1 project focused on a specific problem we currently face in the UK and looked at the retail environment to investigate whether it could be tackled through the integration of people in society. To gain relevant research I performed expert interviews with John Lewis management and Age UK which gave insights into the perspectives of the retailer and a third party who is knowledgable about loneliness. In addition to this, primary research helped identify tensions to take forward from the older consumer; outlining their basic needs and preferences for societal connection.
Huddle.
Stage 2
From insights found in stage 1, I created a business idea that would act as the solution to old age loneliness. Huddle is an online webpage that helps users find social groups and local businesses to join in their local area. The service ultimately enhances the sense of community and social interaction for the individual.