The Silver Market Phenomenon Marketing and Innovation in the Aging Society [Hardcover]

The current shift in demographics  aging and shrinking populations  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 graying market or silver market, the market segment more or less broadly defined as those people aged 50 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 older consumers and employees. Key lessons are drawn from a variety of industries and countries, including the lead market Japan.

This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for older consumers and employees. Key lessons are drawn from various industries and countries.

State-of-the-art innovation, product development, and marketing for aging customers

With real-life examples from countries with a large silver market such as Japan and from leading companies

Second edition: 9 chapters replaced by new ones, complete update of the remaining content, with a stronger focus on marketing and innovation issues

From an in-depth global overview of the mature market, through design and product development for older consumers, to the marketing implications, this book has it all. With contributions from experts around the world, the book recognises that population ageing poses great challenges to industrialised and developing countries alike. Its well researched attention to detail means The Silver Market lsa