LITERACY AND THE CONSUMER

There is an increasing need for a minimum level of functional competence on the part of consumers and citizens. People must for the sake of their own, their families' and their communities' well-being be able to read and understand information, 60% of which is communicated in print. They must also be able to decode and follow instructions and labelling, and above all react appropriately to warnings. In all parts of the world there is a growing recognition that reading can provide the key to consumer competence, and that the desire for such competence is often a major motivation in seeking out literacy. Unfortunately, much of the information imparted by governments, industries and the professions cannot be absorbed by the majority of people because it is not expressed in ways and terms which they can generally understand. This paper examines some of the failures in consumer communications, which particularly affect those of low reading ability, and points the way to improvement.