Musings on Marketing to the Grey Economy

old-couple-hugging-and-looking-at-the-sky_85528657Taiwan’s population aging index gas reached 95% and the average life expectancy increased to 80. The change of the population age structure is huge. Elderly people have more time on shopping and have higher consumption power than younger people. Therefore, many brands take the elderly as one of their marketing targets. Ipsos, after a bunch of researches, has generalized a golden principle: tell them how they can live as if they were still young.

 

「銀髮經濟」 行銷的黃金準則

依內政部統計處指出,台灣人口老化指數上個月已達將近95%,10年來成長高達45個百分比,平均壽命也提高到了約80歲。65歲以上人口已超過總人口12%,約三百多萬人。人口結構改變,老年人口比例提高許多,而他們又比年輕族群有更多的購物時間及更高的消費力,因此許多品牌在作產品行銷時都會將銀髮市場納入考量,益普索市場研究股份有限公司(Ipsos)在執行許多銀髮市場相關的專業研究後,發現了一項銀髮族黃金行銷準則:「讓他知道他的生活能跟年輕時候一樣,甚至更好。」

新聞稿/press release

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