By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a robust megatrend affecting many nations all over the world. This demographic shift has substantial results on societies, economies and companies, and therefore additionally for the ads undefined. advertisements within the getting older Society offers an perception into ads practitioners and shoppers in Japan.
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Additional info for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
For this reason, new products that are not related to age – that is, universal – can be used effectively and successfully by young and not-so-young customers alike. In this context, key words like “ageless marketing” or “age-neutral marketing” (Stroud, 2005; Wolfe & Snyder, 2003), “universal design” as well as “transgenerational design” (Pirkl, 1994, 2011), play a key role. Universally designed products should be usable by everyone regardless of age, including people with age-related restrictions, but they should be so without emphasizing this aspect to avoid putting off younger customers.
Practical, helpful, and easy-to-use products offer additional value for all consumers, regardless of age. For this reason, new products that are not related to age – that is, universal – can be used effectively and successfully by young and not-so-young customers alike. In this context, key words like “ageless marketing” or “age-neutral marketing” (Stroud, 2005; Wolfe & Snyder, 2003), “universal design” as well as “transgenerational design” (Pirkl, 1994, 2011), play a key role. Universally designed products should be usable by everyone regardless of age, including people with age-related restrictions, but they should be so without emphasizing this aspect to avoid putting off younger customers.
Currently the business world in Japan is highly attentive to the baby boomer generation, which represents the most important group of older customers (Dentsu Senior Project, 2007). The baby boomers have always been highly active, energetic, consumption-oriented, and formed a wealthy subgroup, being curious about technological innovations and having a shopping-related mentality (McCreery, 2000). Along with retirement comes newly gained free time. This is the reason why the baby boomer generation, which has high 10 Advertising in the Aging Society purchasing power and propensity to consume, is a very attractive potential target group for companies in the market for older people (Kohlbacher, 2011; Sekizawa, 2008).
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