Marketing in a Super-Aged Society: Tapping into New, Promising Markets with 8 Keywords Now Published

On December 18, Diamond Inc. published "Marketing in a Super-Aged Society: Tapping the New, Promising Market Veins with 8 Keywords." The authors are Tetsu Saito (Senior Researcher, DENTSU SOKEN INC.) and Yukari Hanashima (Dentsu PR) from the Dentsu Senior Project, which focuses on developing markets for the elderly, along with the Dentsu Promotion Team (Kanako Usuki, Yarin Okiita, Makiko Umeda). The book thoroughly explains, from a marketing perspective, how to understand the super-aged society and the elderly market, and how to develop business within it.

"Marketing in a Super-Aged Society: Tapping into New Key Markets with 8 Keywords" (B6 size, 256 pages, ¥2,000 + tax, ISBN 978-4-478-09041-1)

The book explains the approach to the senior market in three steps.

Part 1: "Grasping the Big Picture of the Senior Market." It organizes the realities of the super-aged society based on the latest Dentsu Inc.-exclusive research and other data.
Part 2: "Defining Your Approach." It presents eight key concepts for businesses targeting the senior market: "Personalization," "Emotional Age vs. Physical Age," "Time Consumption," "A Society of Multiple Deaths," "Single Households," "Familiarity and Preference," "Convincing Communication," and "The Third Place."
Part 3 is "Putting Marketing into Practice." It introduces various practical marketing approaches useful for developing products and services for the senior market, store design, advertising communication, and more.

A "super-aged society" refers to a society where seniors aged 65 and over exceed 21% of the total population. Japan became the first country in the world to surpass this threshold in 2007. At the same time, the retirement boom of the baby boom generation was anticipated, leading to a proliferation of senior-focused marketing strategies.

However, many of these efforts can be said to have fizzled out. This was largely because the 2006 revision of the "Act on Employment Stabilization for Older Workers" led companies to raise (or abolish) the mandatory retirement age of 60, causing the majority of the baby boomers to continue working without retiring.

Then, starting in 2012, as the baby boomers entered their full retirement phase, the battle for the senior market expanded significantly and deepened.

This book synthesizes the insights and network capabilities accumulated over many years by Dentsu Inc. Senior Project, offering perspectives on the super-aged society and the senior market, along with strategies for business development.

It serves as a practical reference for business professionals seeking to launch new initiatives targeting the super-aged society or to reconstruct their market approach frameworks and re-enter the market.