Video Research Ltd. announced a new perspective on seniors: the "VR Senior Value Cluster."

Video Research Ltd. (VR) held its VR Solution Seminar "The Day Seniors Cease to Be Seniors: Diversifying Consumers, Reorganizing Perspectives" on February 13, announcing a new perspective on seniors: the "VR Senior Value Cluster."

Currently, Japan's population aged 65 and over exceeds 30 million, projected to reach 37 million by 2030. If we consider 55 as the entry point to seniorhood, marking the start of retirement and the end of child-rearing, the number rises to approximately 55 million people, nearly half the population. Amidst this shift, modern seniors differ from traditional perceptions of the elderly. They are described as "becoming younger," "more active," and having "diversified preferences and needs," making them a complex demographic to understand. The VR Aging Lab, a cross-departmental research project within VR, conducted the "1,000 Senior Survey" based on the premise that "values" underpin the ideal of "what kind of person one wants to be and what kind of life one wants to live." This led to the development of "Senior Value Clusters," with the characteristics of each cluster delineated through quantitative and qualitative approaches.

Alongside the "VR Senior Value Clusters," the "VR Senior 1000 Survey Summary Report," which compiles the environment surrounding modern seniors and the characteristics of the senior target demographic, will be published in late March.

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