China's silver surfers

This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group.

China's silver surfers

Theresa Loo and Sirius WangOgilvy & Mather China and Millward Brown China

The over-55 population in China is growing and they've got money to spend. But marketers must tread a fine line between recognising their specific needs, while avoiding patronising them with clichés of old people.

According to Millward Brown's forecast, by 2030, 36% of the Chinese population will be 55 years old and above. This consumer segment has more disposable income than most people perceived. They have monthly personal and household incomes at RMB3,000 and RMB6,000 respectively, which are only a RMB1,000+ shortfall from the...

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