By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a strong megatrend affecting many nations world wide. This demographic shift has significant results on societies, economies and companies, and hence additionally for the advertisements undefined. ads within the getting older Society provides an perception into advertisements practitioners and shoppers in Japan.
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Additional resources for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
Successful examples are (group) travel and yachts as well as retro-products such as electric guitars and certain types of motorcycles. In general, Japanese companies assume that older consumers will eventually have higher expectations with respect to product design, quality, and services, and they offer products and services accordingly. 3. “Gerontechnology” or support and care devices for older people with disabilities or limited mobility. Due to the increasing number of older people and the growing needs for older people, gerontechnological devices are important products for older people, and at the same time they can be used by younger patients.
Practical, helpful, and easy-to-use products offer additional value for all consumers, regardless of age. For this reason, new products that are not related to age – that is, universal – can be used effectively and successfully by young and not-so-young customers alike. In this context, key words like “ageless marketing” or “age-neutral marketing” (Stroud, 2005; Wolfe & Snyder, 2003), “universal design” as well as “transgenerational design” (Pirkl, 1994, 2011), play a key role. Universally designed products should be usable by everyone regardless of age, including people with age-related restrictions, but they should be so without emphasizing this aspect to avoid putting off younger customers.
In another empirical study on the purchase Advertising in the Aging Society 15 information sources of older people, Lumpkin and Festervand (1988) found that older people did not use experience, family, friends, and neighbors to the extent suggested by previous research. Additionally, their results indicated that older people utilize mass media sources as well as salespeople and independent sources more than non-older people. In an empirical study on the perception of television advertisements by older viewers, Schreiber and Boyd (1980) found that the majority of respondents felt that television advertisements provide them with useful sources of information, while only 28% judged the information in television advertisements to be useless to them.