Business implications of demographic change: To respond or not to respond, that is the question

This article examines why companies in Japan are ignoring the business opportunities that an ageing population offers and provides suggestions for how marketers can reach older markets.

Business implications of demographic change: To respond or not to respond, that is the question

Florian KohlbacherXi'an Jiaotong-Liverpool University

Aging Asia

This article is part a series on how brands are tackling Asia's aging population. Read more.

I first got interested in the issue of demographic change in the form of population aging about a decade ago. Looking at the data, there was no doubt: This is huge! But when I set out to talk to executives and managers from companies in all kinds of industries, I was surprised to find they recognized the general opportunity, but...

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