The Silver Market Phenomenon: Business Opportunities in an Era of Demographic Change
by
F. Kohlbacher, C. Herstatt
Document sans titre
The current shift in demographics
– aging and shrinking populations – in many countries around the world
presents a major challenge to companies and societies alike. One particularly
essential implication is the emergence and constant growth of the so-called “silver
market”, the market segment more or less broadly defined as those people
aged 55 and older. Increasing in number and share of the total population while
at the same time being relatively well-off, this market segment can be seen as
very attractive and promising, although still very underdeveloped in terms of
product and service offerings.
This book offers a thorough and up-to-date analysis of the challenges
and opportunities in leveraging innovation, technology, product development
and marketing for elder consumers and employees. Key lessons are drawn from
the Japanese lead market as well as other select countries.
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