Advertising in the aging society: Lessons from the world's most mature market

This article examines how older consumers are represented in advertising in Japan, and draws out lessons for other markets.

Advertising in the aging society: Lessons from the world's most mature market

Florian Kohlbacher and Michael PrielerXi'an Jiaotong-Liverpool University and Hallym University

Aging Asia

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

Japan, the world's most aged society, is pushing the development of a mature 'silver' industry that provides solutions to the challenges arising from demographic change.

Research has revealed that while senior citizens are still under-represented in media compared to their proportion in Japanese society, there has been a significant increase in the number...

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