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...