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The Key to Conquering the New Senior Market is the Moratorium Uncle! Published
Video Research Ltd. Hito Research Institute published the book "The Key to Conquering the New Senior Market is the Moratorium Uncle!" (Edited by: Video Research Ltd. Hito Research Institute) on February 9th through Diamond Inc.
In Japan, the world's most advanced aging society with low birth rates, senior marketing is often considered difficult to master. This book segments the increasingly diverse senior population into six types based on values and other factors, explaining each persona and offering hints for approaching them.
The "Second Moratorium" segment, comprising 30% of the total and the largest target group, receives particular attention. The book delves deeply into strategies for engaging the "Moratorium Uncle"—a male archetype within this segment.
The Moratorium Uncle is, in essence, an "ordinary person." While receptive to change and stimulation, they lack initiative and don't make conspicuous moves. Consequently, they are seen as the most promising market with high potential. Pay attention to the six keywords that open the gate to the Moratorium Uncle's heart.
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