ageing

Apr 9, 2021

Brands see Chinese seniors becoming active digital users

Latest Wavemaker report on China's "silver economy" finds a rise in smart products and digital campaigns are connecting with older generations.

Dec 11, 2019

Shiseido and R/GA bring people face-to-face with ageing

An installation at the brand's Global Innovation Centre in Yokohama allows two people to confront older (or younger) versions of each other in real time.

Oct 11, 2018

The age of ageing

With boardrooms the world over depending on Asia’s ‘young’, vibrant economies to enhance their bottom lines, it's sobering to realise that one in four people in the region will be 60 years old or older by 2050.

Sep 5, 2017

Youth-chasing Japan needs help coming to terms with ageing

A new study finds young people and in particular men hold a ‘glass half-empty’ attitude towards getting older.

Jul 20, 2017

Shattering the over-60 stereotype

Older consumers are a swiftly growing demographic across Asia. Marketers need to wake up to their spending power, and that they are just as dynamic as younger shoppers.

Jul 3, 2017

Modern marketing and seniors: madness or made for each other?

An age-related digital divide may be nothing more than a myth. If you're not reaching out to senior consumers via digital means, you need to reconsider.