Observations, insights and innovations that connect with the 50+ market.

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Silver Market Phenomenon Second Edition - Advance Order Now
by Kim Walker 22 August 2010 23:49:12

We have contributed a chapter to the second edition of The Silver Market Phenomenon - Marketing and Innovation in the Aging Society to be published in Autumn 2010. Our chapter is titled: The Age-Neutral Customer Journey. The chapter demonstrates why and how businesses and brands should become age-neutral. Using three distinct case studies, we introduce SilverAudit, a uni... more

More Great Examples Of Age Power In Japan
by Kim Walker 22 August 2010 20:13:58

Move over 50+, it's the 60+ in Japan who are flexing their spending muscles. According to an article in the Nikkei, Japanese aged 60-70 are emerging as an important source of economic vitality, as they are proving to be active spenders keen on making the most of their post-retirement years. Most of the 18 million sixtysomethings -- the country's largest age group -- are s... more

Aussie Boomers Have Saved Enough For Only Five Years Of Retirement!!?
by Kim Walker 10 August 2010 18:04:42

Shocking news from a recent study by the Melbourne Intitute among people approaching retirement finds that Australians are generally not saving enough to maintain a living standard they believe is satisfactory for their entire expected life after retirement. For example, the projected life expectancy at retirement for a 55-59 year old single male is 17.2 years, yet calcu... more

Ageing in prison - a sad tale from Japan
by Kim Walker 28 July 2010 13:09:12

Even if you don't understand Japanese, the disturbing pictures in this programme tell a sad story. Although this has no real relevance to marketing, the programme offers a sobering insight to the social consequences of an ageing population we will all need to get used to. According to this article in CNNgo, some of Japan's prisons are introducing rubber flo... more

Japanese Luxury Customers Spend Differently With Age
by Kim Walker 04 July 2010 12:17:32

Increasingly, Japanese consumers in the luxury segment are behaving differently-by age, gender, and even geography. According to a new McKinsey report just released entitled “Japan’s luxury consumer: Detecting a pulse?” showed that 22 percent of 20-year-old luxury consumers are willing to pay full price for luxury goods, compared with just 9 percent for ... more

Hospitals Marketing To Boomers
by Kim Walker 30 June 2010 10:13:14

Hospitals in the USA are jockeying to position themselves for growth amid a perfect storm of aging baby boomers and a health-care-reform bill that will result in millions more insured patients down the road. Nationally known hospital brands such as the Mayo Clinic, Cleveland Clinic, Johns Hopkins, Memorial Sloan-Kettering and Massachusetts General Hospital are ramping up... more

Networking Sites Reach Up To 80% of 55+ Internet Users In APAC - Download Report
by Kim Walker 23 June 2010 11:32:13

Older consumers in Asia Pacific are in line with global trends in social networking, revealed in an analysis of comScore data across thirteen APAC countries. Download the SilverMatters report here. Some Highlights: Singapore, Malaysia, Indonesia and Australia, (about a third of all countries surveyed) - have the highest percentage of mature internet users logging on ... more

Korea Releases Bleak Stats On Its Baby Boomers
by Kim Walker 08 June 2010 08:33:49

The report titled "The past, present and future of baby boomers as seen through the numbers" makes rather depressing reading. Statistics Korea painted this profile of the Baby Boomer. Mr. B is a middle-aged Korean man, born in 1960 to a rural peasant father and housewife. His generation prided themselves as the unsung heroes of the nation's rapid industrialization between... more

50 Is The New 30 In China Too! - Download Research
by Kim Walker 03 June 2010 14:27:43

Like most others countries, older Chinese consumers perceive themselves younger than their actual age according to a new study. This supports the results of our SilverPoll conducted in 2009 across 5 APAC markets. The survey among consumers above the age 50, was conducted across six cities in China. [Download here]. While almost 50 percent of the people surveyed were betw... more

Korean Soccer Stadium Tries Age Segmentation
by Kim Walker 31 May 2010 17:20:22

Korean football fans are known to be especially loyal to their hometown clubs. But the principal doesn't really go for FC Seoul, the only club based in a city with a population of over 10 million. Consequently, FC Seoul is applying a different approach in marketing. It's marketing staff provides various events and amenities at Samgam to appeal to a wide range of fans who... more

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