Technology Use by Older Adults Open access Peer reviewed

Shaping connections: co-designing digital inclusion for older adults

Diane M. Martin, Bernardo Amado Figueiredo, Jacob Sheahan, Torgeir Aleti and 6 more

European Journal of Marketing | Jun 26, 2026

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What this paper is about

A model of risk-aware inclusion was developed, showing how confidence and trust, not just competence, drive sustained engagement with technology, and perceived security, privacy and functional risks are the primary barriers to digital participation.

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Purpose A program co-designed by consumer behaviour academics, older adults and educational/support agencies was developed to scale ways to bridge seniors’ information and communication technologies (ICT) capacity gap, improve users’ online experiences and mitigate perceived risks. Design/methodology/approach Research methods included interviews, surveys, workshops and evaluations of ICT resources. Through a co-design process, a model of risk-aware inclusion was developed, showing how confidence and trust, not just competence, drive sustained engagement with technology. Findings The primary output is the development of open-source, scalable impact tools and online resources to improve ICT capacity. The primary outcome is expanded means and use of ICT educational opportunities. The primary impact is an improved policy implementation of ICT education and overall well-being. Research limitations/implications Participants were recruited primarily from a socially connected, educated and digitally motivated older adult population. This introduces potential selection bias and limits the generalisability of the findings to the most digitally excluded populations. Practical implications The resulting ICT resources provide governments, industry and affinity organisations with resources to support older adults based on actual lived experiences, tailored workshops, educational programs and partnerships. Social implications Social impacts are evident in online resources for improving ICT capacity, which help mitigate consumers’ social isolation and related health concerns. Originality/value This project is distinctive in how it reconceptualised digital inclusion by shifting the analytical and practical focus from skills acquisition to risk perception. Rather than assuming older adults’ exclusion stems from a lack of technical ability, the project demonstrated that perceived security, privacy and functional risks are the primary barriers to digital participation.

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Authors

Researchers on this paper

Diane M. Martin

first | Ollscoil na Gaillimhe – University of Galway

Bernardo Amado Figueiredo

middle | MIT University

Jacob Sheahan

middle | RMIT University | ORCID 0000-0001-8282-4094

Torgeir Aleti

middle | MIT University | ORCID 0000-0002-1222-3784

Mike Reid

middle | MIT University

Larissa Hjorth

middle | MIT University | ORCID 0000-0002-4793-3233

Thi Thao Nguyen Luu

middle | British University Vietnam

Mark Buschgens

middle | Australian National University | ORCID 0000-0003-3046-4466

Glen Wall

middle | University of the Third Age

Anne Grigg

last | University of the Third Age

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Citation

BibTeX

@article{Martin2026Shaping,
  title = {Shaping connections: co-designing digital inclusion for older adults},
  author = {Diane M. Martin and Bernardo Amado Figueiredo and Jacob Sheahan and Torgeir Aleti and Mike Reid and Larissa Hjorth and Thi Thao Nguyen Luu and Mark Buschgens and Glen Wall and Anne Grigg},
  journal = {European Journal of Marketing},
  year = {2026},
  doi = {10.1108/ejm-03-2024-0184},
  url = {https://doi.org/10.1108/ejm-03-2024-0184}
}

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