Targeting the Most Promising Segment in the Senior Market: "Moratorium Uncles"!

Among the six senior types, the notable "Moratorium Uncle"

Video Research Ltd.'s consumer research division, the "Human Research Institute," segmented seniors into six types based on two axes: behavior (active or cautious/reserved) as an expression of values, and orientation (preference for tradition/conservatism or change/stimulation).

 

The quadrants on the left—Active Seniors and (Ordinary) Seniors—represent the seniors traditionally receiving attention. Conversely, the quadrants on the right—New Active Seniors and Potential Seniors—represent seniors newly identified through this survey. Among these, the group we found most noteworthy is the "Second Life Moratorium" positioned in the lower-right Potential Seniors quadrant.

The "Second Moratorium" represents the largest group, accounting for approximately 30% of all seniors.

 

Within this "Second Life Moratorium" group, we believe men hold the key to revitalizing the future senior market.

In this final installment, we explain why we focused on these individuals—affectionately called "Moratorium Uncles"—and how to approach them, drawing insights from the book The Key to Conquering the New Senior Market Lies with the Moratorium Uncles!

 

What are "Moratorium Uncles"?

 

This type is the only one among the new generation of seniors who enjoy change and stimulation that acts cautiously and modestly. They strongly fear being left behind by society and harbor a desire to connect with others, yet don't know how to go about it. True to their name, they are people searching for how to spend the rest of their lives.

Why focus on these individuals, particularly men? While both genders share limited social networks and fears of being left behind, women are generally more accustomed than men to navigating life stage transitions and the accompanying shifts in relationships and communities. Their inherent communication skills also help them adapt reasonably well. Moreover, women tend to be more active consumers and participants in activities than men.

However, for men, retirement often means losing the work they took pride in and the position they built. Looking back, they realize they have no friends in the community and no particular hobbies. While they understood this intellectually, when the moment actually approaches or they find themselves in that situation, many are left wondering what to do with their suddenly abundant free time.

They have little resistance to digital technology, so they do gather information using the internet. But when it comes to deciding, "Okay, I'll try this," they overthink things and struggle to take that first step. It often takes an invitation from a neighbor, being taken by their wife or children, or strong encouragement from a friend before they finally think, "Well, I guess I'll give it a try."

At first glance, they seem reserved and unlikely to engage with the senior market. However, their lack of previous activity suggests hidden potential needs. Deep down, these moratorium uncles feel "this can't go on" and crave communities that connect them with others and society.

Being healthy, capable, and possessing decent income and abundant free time—even if they can't afford luxury—makes their potential in consumption and other areas extremely high. Moreover, they represent the largest segment, accounting for about 30% of all seniors. This significant potential and volume for consumption is precisely why we focused on this group.

When these previously inactive individuals start moving, it revitalizes consumption and various other areas. The key is to give them a push to take that first step while they still have the motivation to seek change, thinking "I can't keep going like this." How to do this depends on marketing ingenuity.

Keywords to Push the "Moratorium Dudes" Forward

How can we give the "Moratorium Men" that push? Specifically, it involves resolving the anxieties and frustrations born from their unique values. To achieve this, we met with many "Moratorium Men" and conducted extensive surveys, research, and analysis, leading us to identify six key words. Here, we introduce three of them. 1

① Restart/Revenge

Those who can instantly switch gears and think, "Now that I'm free from work due to retirement, I'll do whatever I love!" are the "Love My Life" or "Socially Conscious Independent" types. Those who can't switch immediately are the "Moratorium Uncles." While they may feel somewhere deep down that they've suppressed their own desires, their work-centered lives have lasted so long that they might not even know what they've been holding back anymore.

While a common marketing tactic, one approach is to tap into feelings of wanting to revisit (revisit) or re-attempt (revenge) things based on past popular culture or music.

This approach works precisely because it targets the "Moratorium Man." It won't resonate as much with the "Love My Life" type, who has always acted on their desires immediately.

② A Just Cause

While the "Moratorium Uncle" doesn't actively move on his own, he will act if prompted by others or given an unavoidable reason—a "just cause." Crucially, this reason must serve as an excuse both for himself and externally.

Unlike "Love My Life" types or "Socially Conscious Independents," the "Moratorium Uncle" won't act based solely on personal reasons like "I like it," "I want it," or "I want to go." They are more likely to act when given reasons like "It benefits others or society, not just me," "I was asked, so I had no choice," or "I couldn't refuse the request."

Rather than approaching him directly, getting a request or recommendation from his wife or children often prompts him to act, muttering "Well, I guess I have to..." So, communication strategies that anticipate recommendations from his wife and children might be effective.

③ New Communities

The "Moratorium Uncle" desires change, seeking new stages and communities. If someone provides an entry point and creates a natural way for them to blend in, they'll start moving.
Amidst a shrinking population, seniors are vital human assets. It's crucial to help them recognize new possibilities for themselves—not just as company employees, but as community members and individuals living their own lives. Equally important is not dismissing their past. Rather than telling them to "stop clinging to past glories now that you're retired," we should help them effectively leverage their past experience and networks. This can sometimes open unexpected paths.
For more detailed content and concrete examples of implementation, including keywords not covered here, please read "The Key to Conquering the New Senior Market is the Moratorium Uncle!"

Thank you for joining us over these four installments as we explored the characteristics of today's seniors and the future of the senior market. We hope this has been helpful for your work. At the "Human Research Institute," we will continue our research on "consumers." Please stay tuned for our future activities.