Amazing marketing successes in ageing Japan

Kim Walker’s blog has some fascinating examples of commercial successes that are a direct result of Japan’s rapidly ageing population. If you want a glimpse at the future of marketing then observe Japan.

On the whole, older people have amassed all of the 'stuff ' they want/require and are looking for a different type of satisfaction. An opinion poll conducted by the Cabinet Office found that 44% of people in their 20s are seeking material wealth, in sharp contrast with 66% of seniors in their 60s searching for mental happiness.

Here are two of examples that Kim has collected together.

Tokyo Disney Resort has seen visitors aged 40+ grow from 2.8% of revenues in 2003 to 18% in 2008. It is not surprising that the company has started selling a special Wednesdays-only pass for the parks for people aged 45 and older

Middle-aged and elderly people accounted for 54.5% of Japanese overseas travellers last year, an increase of around 9% from 10 years earlier. JTB Corp. established a subsidiary specializing in senior travel in 2005, and sales skyrocketed 190% last fiscal year compared to 2006.

There are many examples that illustrate what happens when you live in the fast ageing country on the planet. Dick Stroud