Silver market

Silver market ( Japanese シ ル バ ー マ ー ケ ッ ト , shirubā māketto , from English silver market ) is a marketing term from Japan . The term refers to the gray (= silver) hair of older men and women.

Based on the fact that with the aging of the baby boom generation (born 1946 to 1964) the previous ideas of older people are no longer correct, marketing experts try to adapt to the changed consumer behavior of older people who are considered to be more willing to consume than their previous generation become. This generation is especially important as Japan is the fastest aging society in the world.

With new products and services for this generation, it is important that the design is not age-specific but rather age-independent (so-called universal design ).

literature

• Florian Kohlbacher, Cornelius Herstatt (Eds.): The Silver Market Phenomenon: Business Opportunities in an Era of Demographic Change . Springer-Verlag, Berlin 2008, ISBN 3-540753303
• Sven Kunisch, Stephan A. Boehm, Michael Boppel (eds.): From Gray to Silver: Managing the Demographic Change Successfully , Springer-Verlag, Berlin Heidelberg 2011, ISBN 978-3-642-15593-2
• Yuwa Hedrick-Wong: The Glittering Silver Market. The Rise of the Elderly Consumers in Asia: The Rise of Elderly Consumers in Asia . Wiley & Sons, New York 2006, ISBN 0-470822074

Web links

• Roman Herzog ( retired Federal President): Speech at the 8th DocNet Management Symposium 2010 “From Gray to Silver ?! - How to Successfully Manage the Challenges and Opportunities of the Demographic Change ” . in DRadio knowledge
• Jan Keuchel : Japan's economy ensnares pensioners . in Handelsblatt
• Florian Kohlbacher, Cornelius Herstatt: The Silver Market Phenomenon . in J @ pan Inc (English)
• Mieko Muto: Japan's “Silver” Market . in International Market Research Reports (IMRR)