Dull Conservative? Active Traditionalist? Down-to-Earth Realist?

Last time, we compared older and younger seniors and introduced the types of seniors currently present. If you haven't tried the senior classification checklist yet, or if you have parents, bosses, colleagues, or relatives aged 55 to 74, or if you yourself are in that age range, please try the classification check.

 

The block with the most checkmarks represents that person's type.

 

This time, we'll focus on the three types of conventional seniors whose existence is already recognized (Unfazed Conservatives, Active Traditions, and Down-to-Earth Realists). Based on 'The Key to Conquering the New Senior Market is the Moratorium Uncle!', we'll explain what they seek and what words resonate with them.

Desire: Status Quo! Calm Conservative

This type holds the most traditional and conservative values and has low initiative. This type may be close to the image most people have of typical elderly individuals.

Their values are characterized by an aversion to change, a desire for the status quo, and a sense of happiness found in the "quiet" continuation of their current life.

They tend to be drawn to words like "safety," "quality," and "health."

Note: The graph in the chart shows items where their values significantly deviate above or below the average for all seniors.

Interviews with "Unfussy Conservatives" reveal they speak of ordinary daily lives and are generally content with the status quo. They also exhibit conservative values and a noticeable concern for "public opinion."

In marital relationships, men are often stay-at-home dads, while women are the traditional "good wife, wise mother" type who have supported their husbands. This group has deeply rooted traditional family values. Many also tend to find their purpose in life through their grandchildren.

Leisurely Affluent! Active Trads

Within the traditional senior type, active behavior is observed. Many retired with substantial financial resources. Moreover, with ample time available, they closely resemble the image of the old-fashioned wealthy senior.

During summer vacations, they enjoy resorts with their children and families. For daily shopping, they prefer major department stores, favoring traditional, long-established brands. They embrace a "leisurely and comfortable" lifestyle. Words like "refined" and "high-quality" resonate effectively with them.

When meeting them, it becomes clear they tend to prefer activities as couples or families, and even when socializing with friends, they often go out as a couple.

In terms of purchasing, they are characterized by a willingness to embrace new things—such as buying the latest digital devices or moving from a detached house to a high-rise apartment for convenience—especially when recommended by close family or friends.

Money as the deciding factor? The down-to-earth realist

Among traditional senior types, they represent an intermediate category—neither particularly progressive nor conservative in their outlook.

Their defining characteristic is that "money" is a crucial decision-making factor. They have many things they want to do, but often give up on them citing "lack of money" as the reason. However, this perceived lack of money is largely self-perception; their financial assets are actually higher than the senior average, meaning they don't actually lack money.

When meeting them in person, "If only I had the money..." was a phrase I often heard, almost like a catchphrase.

Their enjoyment lies in "small luxuries"—consuming what they like within their limited spending money. While not proactive, they do spend properly when they have a reason.

Phrases that resonate include "useful," "rational," and notably, "great value."

Their family outlook is liberal and detached. They maintain a distant yet connected relationship with their spouse and aren't particularly adept at social interactions.

Those who checked mostly in the right-hand blocks D to F on the senior type checklist above are "New-Style Seniors." They are people seeking change, stimulation, and new information in their lives. Next time, we'll introduce these newly discovered New-Style Seniors—who they are, what they seek, and what words resonate with them.