Louise George Kittaka
Aug 1, 2017

Why brands need to rethink their approach to ‘seniors’

Marketers are obsessed with senior consumers but still haven’t worked out how to address them in a meaningful, non-patronising way.

Shiseido’s recognition of senior consumers' aspirations is still relatively rare.

The fact that Japan has the most rapidly aging society in the world is hardly news anymore. More than one in four Japanese were 65 or over according to 2015 census figures and population planners predict the figure could rise to 40 percent by around 2065. Based on this scenario, it doesn’t take an economics degree to understand the potential business opportunities out there.

“The total annual consumption total sum of the elderly 60 years...

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