The Silver Market Phenomenon
The current shift in demographics â€“ aging and shrinking populations â€“ in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called â€œsilver marketâ€, the market segment more or less broadly defined as those people aged 55 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings.
This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries.
State-of-the-art innovation, product development, and marketing for aging customersWith real-life examples from countries with a large "silver market" such as Japan and from leading companiesComprehensive analysis from the main experts in the fieldFirst book in English on this topic