It’s one thing to say you understand your consumers’ needs, and another thing to truly meet them. Georgia Tech Research Institute has designed arthritis-simulation gloves that help brands understand how arthritis affects a person’s ability to grasp, lift and twist objects. Kraft Foods is said to be using the gloves to evaluate the “EZ Grip Lid” on its new instant coffee jar. Why brands should care: Aging baby boomers will expect usability from brands, even as their abilities decline. (Gloves: Georgia Tech Research Institute)