Helping an ageing population

As we step into 2025, the fenestration sector finds itself at a crossroads. The dual imperatives of survival and growth dominate conversations among window and door installers, with the need for agility and adaptability more urgent than ever. Insights from the recent 2024 Autumn/Winter Market Knowledge Report, produced by FENSA and GGF in partnership with Business Pilot and Keystone Market Research, paint a picture of cautious optimism for the coming year. While the challenges are real—tightening market conditions, fluctuating consumer confidence, and rising costs—there is a growing sense that opportunities lie ahead for those willing to innovate. The report highlights the importance of digital transformation, diversification of product offerings, and an unwavering focus on customer service. But beyond these familiar strategies, there’s a bigger trend that installers should focus on in 2025: addressing the needs of an aging population.

The fenestration industry, like many others, has been hit by government policies that drive up costs. Increased National Insurance employer contributions and a lack of robust support for small businesses continue to squeeze margins. Yet, as installers grapple with these pressures, there are opportunities in government-led initiatives—particularly in social care reform—that could open new doors for growth. Health and Social Care Secretary Wes Streeting’s recent announcement of plans to overhaul social care offers a glimmer of hope. With populations aging across Europe and beyond, the challenge is enormous. In mainland Europe, nearly 20% of the population is over 65, and that figure will rise sharply in the coming decades. The UK, like many other countries, faces a future where demand for social care will soar, doubling the cost of care over the next 20 years. One striking statistic underscores the scale of the issue: in Europe, almost half of people over 85 live alone, and only 10% live with their children. The government’s strategy is clear—enable older people to live independently at home for longer by investing in care technology and home adaptations. For window and door installers, this presents a unique opportunity to play a pivotal role in helping elderly and disabled homeowners maintain safe, comfortable living environments.

For years, ensuring homes are secure and accessible for elderly residents has been a concern for the fenestration sector. Low-threshold doors have become commonplace, but the expectations of today’s homeowners go far beyond that. Smart home technology—once a luxury—is now a necessity for many older people who want to live independently but require additional support. The future-proof home is one that integrates technology with practical fenestration solutions. Smart locking systems that allow remote access for carers, long-handled windows with mechanical openers, automatic blinds for light control, and widened entrances for wheelchair accessibility are fast becoming essential. This is no longer just about energy efficiency; it’s about creating homes where people can age with dignity and ease. Malcolm Burge, an installer from Wantage, exemplifies this forward-thinking approach. “Many of my competitors are focusing on keeping homes warm and improving energy efficiency,” he told me. “I’m taking it to the next level. Most of my customers are retired, and this is their last major home improvement investment. They want to stay in their own home as long as possible, so I say: let’s future-proof it. I fit smart locking systems on front doors, remote opening for carers, and long handles for windows. I also install automatic blinds—especially in bedrooms—so they can be operated without getting out of bed. And where necessary, I widen entrance doors for future wheelchair use.”

Burge’s approach is more than good business; it’s a socially conscious strategy that aligns perfectly with the government’s push to keep elderly people out of hospital and in their own homes. As the government looks to reduce pressure on hospitals by discharging patients more quickly and supporting recovery at home, ensuring homes are equipped for safe, independent living will be crucial. 2025 could be a turning point for the fenestration sector. The needs of an aging population, combined with a government eager to reduce healthcare costs, create a window of opportunity for installers willing to embrace innovation. Staying agile isn’t just about navigating seasonal demand—it’s about understanding societal trends and positioning the business accordingly. By focusing on creating future-proof homes, installers can tap into a growing market while contributing to a broader social good. As Atul Gawande notes in his seminal book Being Mortal, people are happiest when they can remain in their own homes, surrounded by the familiar comforts of daily life. For window and door businesses, helping to make that possible is a challenge worth rising to.

The fenestration sector has long been adept at responding to change, whether driven by technology, consumer preferences, or regulation. Now, with a clear government strategy in place and a growing demand for homes designed for aging in place, businesses have an opportunity to innovate, adapt, and lead. 2025 isn’t just about survival—it’s about stepping up to meet society’s evolving needs and, in doing so, finding new pathways to growth.

John Cowie – Editor