Retail in Japan – Stealth marketing to the elderly. Economist article

An article in the latest issue of The Economist explaining the importance, but difficulty of selling to the older consumer.

I found one quote quite amusing. “You can’t use TV adverts: they forget them,” groans the 30-something executive. …….”


I suggest it would be more effective to use members of Japans’ army of older ad executives to develop persuasive communications to this group.

Furthermore, good advertising is but one element. Attention also needs to be paid to the ‘age-friendliness’ of every step along the customer journey including online, retail, product/service and sales support. One weak link in this chain will render the entire effort useless. Consequently, a comprehensive audit of a brands’ age-friendliness is the place to start.