Marketing to Seniors in Japan: a Golden Opportunity
Japan is experiencing a super-aging society, in every area. In 2017, 35.2 million inhabitants were 65 or older. In 2020, it is supposed to grow to 36.2 million (according to Statista). It represents a huge opportunity for marketers, should they find the right way to reach out to the elderly. Nowadays, advertising campaigns which target seniors are quite offensive and aim at solving problems related to age only, like safer bathtubs or adult diapers. But people don’t stop living and having fun after 60 years old, they do more than just staying at home and playing go. Situation in Japan Japan has a huge amount of data concerning the elderly,…