Global Village Nagoya
英エコノミスト誌に日本の高齢者を取り込もうとする企業の様子についての興味深い記事がありましたので、内容を要約して英語多読記事にしました。高齢化社会と言っても必ずしも暗いわけではないようです。 原文はこちら。Chasing the grey yen Japanese firms have wisdom to hand down about selling to the elderly（高齢者ビジネスを追い求めて：高齢者を取り込もうとする日本企業の知恵）
The Economist has an interesting article in which Japanese companies are marketing an aging society. It is believed that the elder do not spend as much money as young people, but I don’t think companies have provided the elder with what they want. Looking at an ageing society from a new point of view, we may be able to see hope in the society that has been regarded as negative for a long time.
Japan is a leading nation in an ageing society that no nations have experiences as rapidly as Japan. Japanese companies are tackling the aging society, which is called “World’s Laboratory”. One of four are over 65 years old now, and by 2035 it will be one of three. It is said that the elder don’t consume better than young people, but according to a consulting company they account for two-fifths of personal consumption.
Wacoal, lingerie maker, has focused on the elder and developed underwear that makes the shape of the elder decades younger. Wacoal has experienced sales growth for senior citizens by double digits rate. A grey hair business is tricky because companies fail to attract senior citizens if the companies make them feel old. One golf club makers fail because they emphasized senior citizens too much. Other rivals avoided the topic to be more successful.
Goods for the elder were conventionally the ones that people think old. It is inferred from Wacoal’s achievement that senior citizens want something that makes them younger. It seems a reason why the elder didn’t consume is because corporations didn’t just understand the value that they are asking for.
A glimpse from a senior citizen business also gives us a hint to deal with personal relations smoothly in an aging society. Senior citizens are not necessarily old in their minds, so we will damage personal relations when we treat them as old. As Japanese companies have marketed senior citizens, we can have personal relations with their young spirits regained.
An aging society gives us a negative image, but in fact it seems there is hope shining afar. Because what Japanese companies cope with is the leading edge of the world, Japan may lead the world in an aging society field.Tweet