The real story... behind Japan's rock 'n' roll generation
McCann WorldGroup Asia Pacific
In 2007 the first of Japan's Dankai (Baby Boomer) generation began to retire. And according to some reports the fastest growing sales of any category of products that year was electric guitars.
About the same time I heard a great story in a focus group with men who were 58 years old concerning what they would do in retirement when it came in the next few years. One gent said "I will take my new guitar from its place in the corner of the bedroom and play." So we asked if he played regularly and he shook his head and explained "No, I have not played since I left University, but for my 55th birthday my two sons bought me a new guitar. I have kept it in the corner of my bedroom ever since, so that every day when I wake up I can see it and be reminded that when I retire I will be able to join a group again and play." There followed many news stories of retiring salarymen joining together to form bands, or re-joining bands with friends from their youth. Often bands that had not played together for thirty years. A phenomenon that should not be surprising.