of Demographic Change

Transcription

1 Dr. Florian Kohlbacher German Institute for Japanese Studies (DIJ) TUJ ICJS Business Economics Seminar Business Opportunities in an Era of Demographic Change Tokyo, 24 September

2 Agenda for today Bi Brief fintroduction ti to the aging/ /demographic problem The Silver Market Phenomenon Results from an empirical study Examples Conclusions 3

3 Take-away s Demographic change presents a major challenge to companies and societies alike Business implications of demographic change are enormous and require innovative management responses Demographic change also offers opportunities Silver Market Silver Market is quite complex and goes far beyond mere segmentation by age Beware of Ageism! Think Transgenerationally! 4

4 Demographic Change: Population Aging and Shrinking Source: IMF, 2006 Source: The Economist,

5 What is the situation in Japan? population 75+: > 10% (end 2007) population 65+: > 20% (2007) 40% (2055) population 50+: > 50% by 2010 population peak: 128m (2005) <90m (2055) Super-aged society with 1 fourth of the population 65+ by

6 Japan`s Baby-Boomers 7

7 Demographic Change in Japan Source: The Economist,

8 So what does this mean in the long run? 9

9 Business Implications of Demographic Change Demographic Change - Aging -Shrinking Challenges/threats - Workforce crisis - Lost knowledge - Shrinking customer base Chances/opportunities - Silver market/ Silver business - New product/ service offerings - Gerontechnologies Responsibilities - Age discrimination - Social innovation - Support Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 10

10 Recent Buzz Words Silver market Senior business 55plus marketing Growth market Aging Mature customers Gerontechnologies 11

11 The Old hold relatively much income and wealth in Japan 12

12 And are eager to spend for products and services Rojin Kizoku - The Elder Nobility Monthly consumption spending per household in JPY (average spending for one person in the household) Source: Statistics Bureau/Ministry of Internal Affairs and Communications,

13 Opportunities for Firms: Eagerness to Spend Source: Hakuhodo Inc. Note: The survey of 360 baby boomers born in was conducted in July

14 Opportunities for Firms: Eagerness to Spend 15

15 What do we mean by Silver Market A very diverse market 50+ covers people p from 50 to 100! Big differences in needs and wants/ life-styles Big differences in individual financial status Big differences in individual health condition Pre-retirement vs. post-retirement Chronological vs. cognitive age important segments Easy-to-use products/ technologies General and luxury products and services for the wealthy old Gerontechnolgies and supportive/ care devices and services for the elderly handicapped Copyright: Prof. Dr. Cornelius Herstatt and Copyright: Dr. Florian Dr. Florian Kohlbacher Kohlbacher 16

16 Areas to innovate for the Silver Market Improved Live and Autonomy Needs and Demands Mobility and travel Active Participation, Social contacts and Fun Health and Safety Easy-to-use products Cars Luxury products and services Life long learning and education Housing and sanitary equipments Pharmaceuticals, gerontechnolgies and supportive devices Transgenerational solutions Travel, financial and insurance packages Microsystems, Software and Electronics Design and New Materials Pharmaceuticals and Biotech Technologies Nanotechnologies and intelligent textiles Robotics and Mechanics Copyright: Copyright: Prof. Dr. Florian Cornelius Kohlbacher Herstatt and Dr. Florian Kohlbacher 17

17 4 Innovation Strategies for the Silver Market developing and marketing products and services especially for elderly people. adapting products and services especially for elderly developing ageless/ age-neutral products and services that offer value to elderly people e while also attracting ac younger customers. developing and marketing transgenerational/ universal solutions that cannot only be consumed by all consumer regardless of age, but that especially focus on connecting and integrating different generations. 18

18 Innovation Strategies for the Silver Market Innovation strategies that aim at developing and marketing products and services especially for elderly people. humanoid robots like Paro Innovation strategies t that t aim at adapting products and services especially for elderly. easy-to-use cell phones like NTT Docomo s Raku-Raku Phone (developed by Fujitsu) 19

19 Innovation Strategies for the Silver Market Innovation strategies that aim at developing ageless/ age-neutral products and services that offer value to elderly people while also attracting younger customers. e.g. luxury and premium products like yachts, premium cars etc. Innovation strategies t that t aim at developing and marketing transgenerational/ universal solutions that cannot only be consumed by all consumer regardless of age, but that especially focus on connecting and integrating different generations. Game consoles like Nintendo Wii 20

20 Silver Innovation Concerning ageing, we are talking too much about technology and not about innovation. But what counts is not what is technically possible. What counts is what people want. Professor Joseph F. Coughlin, Director, AgeLab, MIT Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 21

21 Business Implications of Demographic Change Survey M T I TUHH Joint survey of DIJ, DIHK Japan and the Institute for Technology and Innovation Management, Hamburg University of Technology, Germany Online questionnaire Members of DIHK Japan (approx. 500) Topic: business implications of demographic change (both HRM and marketing) 23 May 14 July responses 22

22 Impact of Megatrends To what extent is your company affected by the following megatrends and their implications? 23

23 Silver Market Definition How do you define the silver market (senior market) segment? 24

24 Silver Market Now For your company, how important do you think the silver / senior market is as a business opportunity now? 25

25 Silver Market Future In general, how important do you think the silver market will be as a business opportunity? 26

26 Silver Market Future II Do you agree that the silver/ senior market will change the way you do business? 27

27 Products for Seniors Do you develop products/services specifically for senior customers? Yes, we have universal design products. Yes, we adapt existing products/services. Yes, we develop new products/ services for senior customers. 28

28 Marketing Research Does your company carry out marketing research among senior consumers? 29

29 Silver-Market products: Examples Easy-to-use products/ technologies DoCoMo Raku-Raku Phone Travel, Luxury and nostalgic products for the wealthy old Organized journeys, nostalgic cars, motorcycles, boats Pharmaceuticals, Cosmetics, Gerontechnolgies and supportive devices for the elderly handicapped Anti-Aging treatments, cosmetics, functional food, robots and robot-suits Transgenerational games Playgrounds, Nintendo Wii Copyright: Prof. Dr. Cornelius Herstatt and Copyright: Dr. Florian Dr. Florian Kohlbacher Kohlbacher 30

30 Silver-Market products: more Examples Cars and vehicles Toyota and Nissan Housing and Sanitary Equipments New trans-generational house designs, bathtubs and equipment (Sanyo) Financial and Insurance Packages Saga (UK example) Life long learning and education Elderhostel (US example) Copyright: Prof. Dr. Cornelius Herstatt and Copyright: Dr. Florian Dr. Florian Kohlbacher Kohlbacher 31

31 Easy-to-use products: DoCoMo Raku-Raku Phone Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 32

32 Easy-to-use products DoCoMo Raku-Raku Phone Examples Developed by Fujitsu in accordance with universal design principles Easy-to-use (raku-raku = easy-easy) Not too many functions But: new optional functions such as pedometer e.g. Big screen (big fonts), big buttons Millions of units sold; already 5 th release available Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 33

33 Luxury products and services for the Wealthy Old Travel and organized journeys Nostalgic products Examples Products that remind elderly of their youth and their idols Electric-guitar sales in Japan are soaring (and so are guitar lessons) Harley-Davidson Choppers very popular (21% of HD Japan s 2006 motorcycle sales went to buyers in their 50s or older) BMW-Mini Mini and VW-Beetle are targeting people who either had a mini (beetle) back in the sixties or couldn't afford one in those days Luxury goods E.g. power boats/ sport fishing cruisers (baby boomers mostly opt for those in the JPY 20 million range) Financial a and insurance products Copyright: Prof. Dr. Cornelius Herstatt and Copyright: Dr. Florian Dr. Florian Kohlbacher Kohlbacher 34

34 Pharmaceuticals, Gerontechnologies and Supportive Devices Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 35

35 Supportive Devices HAL Bionic Suit: hybrid assistive limb Developed at Tsukuba University Helps elderly and handicapped people in moving their limbs and to carry heavy things Two control systems interact to help the wearer stand, walk and climb stairs. Start of mass production by venture Cyberdyne Inc. planned for 2008 Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 36

36 Dove pro age Not Anti-Age but Pro-Age! Dove created pro age products that reflect the unique needs of women in their best years. Formulated to nourish and condition, pro age helps revive and renew skin and hair 37

37 Dove pro age 38

38 Dove pro age in Japan 39

39 Housing and sanitary products Examples Sanyo includes Lead users in the process of idea generation and concept development Sanyo s bathtub allows people in a wheelchair to take a bath. The tub rises around the wheelchair, reducing the chances of injury and the time required of a nurse s aide in giving elderly people a bath. Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 40

40 Cars Basically two segments: Luxury brands for the wellderly (especially baby-boom generation) E.g. Lexus, Toyota Premio Silver Cars/ Welfare Cars 福 祉 車 両 E.g. Nissan March 41

41 Transgenerational Solution: Nintendo Wii, Nintendo DS Ageless product For the whole family Connects and integrates the whole family Brain-training and exercise games Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 42

42 Wii-Party Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 43

43 Japan`s Silver Market Lead market Many products and services Innovation Affluent and healthy customers with time Very old people with need for care and support Baby boomers Attractive also to foreign companies But what is the scenario for the silver market in the future? 44

44 So what? Silver Markets offer huge opportunities for companies willing to invest! Gerontechnologies and other products and services for the elderly as corporate social responsibility/ social innovation Copyright: Prof. Dr. Cornelius Herstatt and Dr. Florian Kohlbacher 45

45 Challenges for Industry and Academia to cope with Clarifying the terms (Recent Buzz Words) Silver market Does Segmentation by Age Really Make Sense? Senior business Young-at-Heart/ Wellderly vs. Old-and-Weak/ Weak-of-Limb 55plus marketing Mature customers Gerontechnologies Universal Design Transgenerational Design Ageless Marketing Beware of Ageism! Think Transgenerationally! Copyright: Prof. Dr. Cornelius Herstatt and Copyright: Dr. Florian Dr. Florian Kohlbacher Kohlbacher 46

46 Crisis or Chance? Crisis? 危 機? 機 会! Chance! Granny-dumping mountain ( 姥 捨 て 山 ) The elderly nobility ( 老 人 貴 族 ) 47

47 Responsibility! Gerontechnologies and other products and services for the elderly l as corporate social responsibility/ social innovation for those at the bottom (top?) of the aging pyramid Copyright: Prof. Dr. Cornelius Herstatt and Copyright: Dr. Florian Dr. Florian Kohlbacher Kohlbacher Japan 48

48 Change your mindset (reboot yourself) 49

49 Let s begin! Let s Co-Create a Golden Silver Future!! 50

50 The Silver Market Phenomenon The Silver Market Phenomenon: Business Opportunities in an Era of Demographic Change, Springer, September 2008 (editors F. Kohlbacher and C. Herstatt) The Silver Market Phenomenon literally encapsulates the wisdom of the ages about the aged. What sets this book apart is the breadth of its geographic scope, informing readers of age-related trends around the globe from the perspective of world-class l thinkers. From social theory to empirical evidence to practical applications, the Silver Market Phenomenon mines the collective wisdom of practitioners and academicians who bring rich and varied perspectives on the fallout from aging to the written page. If you re looking for the survey course on mature consumers, this is it! Laurel Kennedy, Founder, Age Lessons, LLC, Founding Member and President, International ti Mature Marketing Network, USA 51

51 International Symposium The Silver Market Phenomenon: Business Opportunities and Responsibilities in the Ageing Society 3-4 October 2008 United Nations University, Tokyo Sponsored by The Obayashi Foundation Allianz Life Insurance Japan Ltd. Siemens Asahi Medical Technologies Ltd. The Murata Science Foundation TÜV Rheinland Japan Associate Partners World Demographic Association (WDA) International Mature Marketing Network (IMMN) Waseda Marketing Forum (WMF) German Chamber of Commerce and Industry in Japan University of Tsukuba Global COE Cybernics Conference for the Promotion of Monodzukuri German Senior Citizens League (DSL) 52

52 Q&A Thank you! ご 清 聴 ありがとうございました 谢 谢 Further information: 日 刊 工 業 新 聞 Business & Technology 24 September 2008, p. 2 53