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The Golden Opportunity of Silver Marketing: The Case of Housing and Financial Services

In: The Silver Market Phenomenon

Author

Listed:
  • K. A. Grossberg

    (Waseda University)

Abstract

The unprecedented aging of Japan’s population presents costs and opportunities for its future as a society and as a major economic power. Japan’s seniors already control the largest portion of the nation’s wealth,1 but in the very near future they will also consume the lion’s share of the social expense for care and living as they age and their proportion in the total population increases. In this chapter we examine two areas which promise major commercial opportunities because of such a vast socio-demographic change linked to a huge pool of liquid assets.2 Those areas are, firstly, catering to the financial needs of the country’s senior citizens and, secondly, responding to their particular preferences and requirements for housing. In Japan’s generally sluggish market for housing and financial services, the “silver market” provides one of the richest segments available, but successfully offering such services to this population requires skill, sensitivity and an understanding of the evolving consumer mindset in Japan.

Suggested Citation

  • K. A. Grossberg, 2008. "The Golden Opportunity of Silver Marketing: The Case of Housing and Financial Services," Springer Books, in: Florian Kohlbacher & Cornelius Herstatt (ed.), The Silver Market Phenomenon, chapter 28, pages 415-426, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-75331-5_28
    DOI: 10.1007/978-3-540-75331-5_28
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