Grandmas; The Face of an Emerging New Workforce and Community
Making the most of an ‘aging’ work force; a business model for an aging population
by Nobi Oda
It’s no secret that Japan is home to one of the fastest aging populations in the world today, with its population on a steep decline. According to the Ministry of Internal Affairs and Communications, Japan’s population crisis will see the elderly (65 years and over) account for more than 30% of the nation’s total demographic by 2015 — a phenomenon never before seen in human history. For the country to sustain its current economy and/or society, this issue is a pressing one and one that should be a top priority for all industries on all levels.
In the midst of all this, Japanese start-up BABA Lab is showing us that perhaps the aged (in particular grandmas) are the new face of an evolving work force.
At its core, BABA Lab is a company where ‘old ladies’ (a.k.a. grandmas) make and sell traditional handicraft goods. With their homepage motto citing ‘BABA Lab, a manufacturing laboratory for working environment until 100 years old’, BABA Lab is more than just a place for old ladies to make stuff; it’s the epicenter of an aging community showing us a new work force model, one that that gives purpose to the aged.
BABA Lab first caught the public/community’s eye with their ‘Dakko Futon’ (Cuddle Futon). As the name suggests, it’s a blanket/futon to wrap young babies in (when cuddling them) and has been specifically designed for grandmas/grandpas to help alleviate some of the strain on the arm. From there, BABA Lab has gone on to launch many more products like these such as a tote bag with a ‘tail’ — a long tail-like tab attached to a tote bag for young children to hold onto when out and about.
More recently, BABA Lab has also branched out into developing products, such as baby bottles, in conjunction with research/educational institutions. Aimed at grandparents looking after young grandchildren, these new baby bottles feature easier to read scaling as well as a non-slip easy-to-hold bumpy grip.
From WEB based business to grandma community business
BABA Lab’s headquarters turned workshop is an unsuspecting house located in a residential part of Saitama, just north of Tokyo. It’s in this tatami-laden house where you’ll find several ladies making textile based traditional handicrafts.
Unlike most other head offices though, this place is filled with children and grandchildren running about all over the place –with the ladies happily carrying out their work amidst all the joyous commotion.
It’s a unique yet family like workplace that’s neither a workshop nor an office; more like a hobby club or big family house out in the country somewhere!
Prior to founding the company in 2011, BABA Lab CEO and founder Shizuka Kuwahara actually worked freelance as a commercial website development consultant. However, she soon discovered that her passion wasn’t the web; it was to build communities and relationships in the real world.
“It was right around the time when I was thinking about what to do after website development that I saw a TV show about community business. I thought ‘this is it!’” recalls Kuwahara.
The TV show to which Kuwahara refers to was a program featuring Irodori Corp.(in Tokushima, Japan) and their business model. Irodori Corp. specializes in selling specific types of leaves used decoration in traditional Japanese cuisine. The leaves are collected by the old ladies that make up the majority of the company’s work force. In fact, this story has even been made into a feature film.
“Irodori Corp. is just one example.” explains Kuwahara, “There are other equally amazing examples of local community based businesses with old ladies doing work that they love! I wanted to learn more about community businesses so I started working at Community Business Support Centre, an NPO.”
Having spent some time working there, Kuwahara was keen on creating a local community business of her own that centered on the knowledge and experience of the aged.
“I spent a lot of time with my grandma growing up,” recalls Kuwahara, “so I wanted to create a community business based around grandmas. Sure, I could have created a volunteer group — and they have their place — , but I felt that it’s the generation of profit that gives grandmas an incentive to try.”
For Kuwahara, deciding on the concept was simple but deciding on the actual product/services required a lot more thought and time. Geographically, the traditional fruit & veg or agricultural product/service approach wasn’t a viable option and nor was the idea of a nursery which would be too labor intensive for old ladies. She even considered the notion of a community café but this would be challenging given the amount of tables or customers they would have to turn around.
“In the end, I settled on handicrafts.” explains Kuwahara, “Both my mom and grandma love handicrafts so I could ask them to help out as well. After bouncing around ideas, we decided that rather than make products for moms, we should make products for ‘grand-moms’ — grandmothers who spend a lot of time with young grandchildren. There are already countless companies that make products for moms but none cater for ‘grand-moms’ so we decided to explore this new concept.”
At the time Kuwahara herself had just married and given birth to her first child. And given the economic and social situation, Kuwahara felt that more and more grandparents will be taking an active role in supporting the upbringing of their grandchildren. This is the market that Kuwahara is targeting with BABA Lab.
A new work force model for an aging population
BABA Lab’s work force model contributes in a positive way to Japan’s aging population dilemma in more ways than one:
1. A new work force
Japan’s population is one of the fastest aging in the world, not to mention the fastest shrinking too. Accordingly, the country’s work force is also on the decline with the aged making up an increasingly larger portion of the demographic. SO it comes as no surprise then that many people are apprehensive about what the future holds for Japan; of course advancements in technology and efficiency help but can only compensate so much; the underlying issue of a contracting workforce still remains a major issue.
Most other countries in a similar situation would simply open its doors to emigration. However, in a culturally homogenous society like Japan, it’s difficult to adopt the same kind of policy. Who knows, Japan may ultimately be left with no choice, but for now the government would more than likely want to better utilize the current latent workforce — in particular stay-at-home moms and the aged.
BABA Lab’s business model provides for both of these groups and more specifically for older ladies. In fact, BABA Lab reaffirms the value and need for an aged workforce by showing that experience is a key factor when it comes to (handi)crafts. In contrast the IT industry favors the newest technology and the early adopters.
2. A new community
BABA Lab combines all the elements of a company, hobby club and local community to create a non-isolationist working environment that gives freedom to its employees.
You could even say it’s similar to the farms of old where your work/life environment often overlap.
“I feel that the whole area/community is like one huge extended family” describes Kuwahara, “It’s incredibility comforting.” At a time when old people dying alone at home make regular news, BABA Lab’s community business model will no doubt help in reducing these and/or similar tragedies.
3. Mental well-being of old ladies’
“Work is a positive mental stimulus for the aged.” explains Kuwahara, “For example, a lot of the widowed old ladies who come and work with us often become much happier and livelier. Even for younger ladies with children, being stuck at home alone can be psychologically stressful. But when they come and work with us, it gives them an opportunity to interact with friends and colleagues, creating a refreshing change in pace.”
One of the main reasons why so many retired people lose their liveliness is because they’ve lost their connection to those around them when they retired. This is particularly true for Japanese society where work takes precedence over most aspects of everyday life. So being called upon to work with/for someone who needs your skill and expertise is one aspect in which the aged will thrive.
As BABA Lab continues to grow, we’ll no doubt see a change in the community that grows within and around it.
“We originally set out to create a community for old ladies and grandmas. Today the community is made up of women from many age groups and I feel that this diversity adds a lot of value. Having a broad spread of age groups helps maintain a healthy balance and plus, there will be times when we need to call upon a younger person’s mind for inspiration.” — Kuwahara
Kuwahara plans on applying the lessons learnt from BABA Lab to set up similar communities in other parts of Japan; to her, old ladies are an invaluable asset to the local work force. In doing so, Kuwahara hopes to introduce and mainstream a work force model that’s suited for Japan’s aging population.
From a global perspective, it won’t be long before other countries succumb to a similar population dilemma. In this respect, perhaps BABA Lab’s efforts also serves as a leading indicator for other countries. What do you think?
(photo: Daisuke Hayata translation: Atsushi Fujii)
Originally published at ignition.co.
