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Deutsches Institut für Japanstudien

The Silver Market Phenomenon: Business Opportunities and Responsibilities in an Era of Demographic Change

Disposable diapers sale in JapanOne essential business implication of demographic change is the emergence and constant growth of the so-called “graying market” or “silver market”, the market segment more or less broadly defined as those people aged 55 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This is both true for the B2C as well as the B2B sector as the workforce of organizations is also aging.

Japan is both the most severely affected country by the demographic shift and the most advanced in terms of product development and innovation with very affluent, free-spending but also demanding customers. Japanese companies were among the first to react to the challenge of the demographic change and are constantly coming up with product as well as service innovations. Nevertheless, they have but touched the tip of the iceberg of the huge potential of this market. This research project aims at analyzing the challenges and opportunities in leveraging innovation and product development for elder consumers and employees and in developing marketing strategies and business models for the silver market.

This project is conducted in joint collaboration with the Institute for Technology and Innovation Management, Hamburg University of Technology, Prof. Dr. Cornelius Herstatt.
http://www.tu-harburg.de/tim/en

Staff

Previous Staff

Florian Kohlbacher Florian Kohlbacher
(Business and Economics)

Related Research Projects or Programs

Challenges of Demographic Change

Selected Publications

Editorship

2008
[Kohlbacher, Florian; Herstatt, Cornelius] The Silver Market Phenomenon. Business Opportunities in an Era of Demographic Change. Heidelberg: Springer Verlag. 506 p.

Articles

2011
[Lützeler, Ralph; Coulmas, Florian] Business Implications of Demographic Change in Japan: Chances and Challenges for Human Resource and Marketing Management
In: Lützeler, Ralph; Coulmas, Florian (Ed.) Imploding Populations in Japan and Germany. DIJ Publications. Brill. pp. 269-294.
2011
[Kohlbacher, Florian; Herstatt, Cornelius] Leveraging Disruptive Innovations for the Silver Market
In: Herstatt, Cornelius; Kohlbacher, Florian (Ed.) The Silver Market Phenomenon. Marketing and Innovation in the Aging Society. 2nd edition. Heidelberg: Springer Verlag. pp. 65-77.
2011
[Kohlbacher, Florian; Herstatt, Cornelius] Product Development for the Silver Market
In: Herstatt, Cornelius; Kohlbacher, Florian (Ed.) The Silver Market Phenomenon. Marketing and Innovation in the Aging Society. 2nd edition. Heidelberg: Springer Verlag. pp. 3-13.
2011
[Boppel, Michael; Boehm, Stephan; Kunisch, Sven] Japan’s growing silver market – An attractive business opportunity for foreign companies?
In: Boppel, Michael; Boehm, Stephan; Kunisch, Sven (Ed.) From Grey to Silver: Managing the Demographic Change Successfully. Springer Verlag. pp. 189-205.
2011
[Kohlbacher, Florian; Herstatt, Cornelius] Silver Advertising: Older People in Japanese TV Ads
In: Herstatt, Cornelius; Kohlbacher, Florian (Ed.) The Silver Market Phenomenon. Marketing and Innovation in the Aging Society. 2nd edition. Heidelberg: Springer Verlag. pp. 239-247.
2011
[Kohlbacher, Florian; Herstatt, Cornelius] Preface and Introduction
In: Herstatt, Cornelius; Kohlbacher, Florian (Ed.) The Silver Market Phenomenon. Marketing and Innovation in the Aging Society. 2nd edition. Heidelberg: Springer Verlag. pp. v-xxii.
2009
[Godzik, Maren] Ältere Menschen in der japanischen Fernsehwerbung: Eine umfragebasierte und inhaltsanalytische Untersuchung
In: Godzik, Maren (Ed.) Japanstudien 21. Altern in Japan. Japanstudien. München: iudicium Verlag. pp. 197-222.
2007
Baby Boomer Retirement, Arbeitskräftemangel und Silbermarkt: Herausforderungen und Chancen des demographischen Wandels für Unternehmen in Japan (Baby boomer retirement, labor shortage and silver market: Challenges and chances of demographic change for businesses in Japan)
In: Wirtschaftspolitische Blätter 54; 4. pp. 745-758.
2007
Disruptive Innovations and the Greying Market
In: Proceedings of the 2007 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). pp. 1915-1919.

Working Papers (Book)

2008
[Prieler, Michael; Kohlbacher, Florian; Hagiwara, Shigeru; Arima, Akie] The Representation of Older People in Japanese Television Advertising . Working Papers. Tokyo: Deutsches Institut für Japanstudien. 44 p.

Other Books

2010
[Kohlbacher, Florian; Gudorf, Pascal; Herstatt, Cornelius] Silver Business in Japan: Implications of Demographic Change for Human Resource Management and Marketing . DIJ Publications. Deutsche Industrie- und Handelskammer in Japan. 34 p.

Other Articles

2008
Das Silbermarkt-Phänomen (The Silver Market Phenomenon)
In: JapanMarkt, September 2008. Tokyo: Deutsche Industrie- und Handelskammer in Japan. pp. 8-11.
2008
Silbermarkt (noch) nicht im Fokus (Silver Market not Yet in the Focus)
In: JapanMarkt, September 2008. Tokyo: Deutsche Industrie- und Handelskammer in Japan. pp. 12-13.

Events

March 7, 2008
Workshops
Socio-political and Business Aspects of Care in an Era of Demographic Change

October 2, 2008
Symposia and Conferences
The Silver Market Phenomenon: Business Opportunities and Responsibilities in the Ageing Society

March 3, 2009
Workshops
Frontline Innovations in Health & Social Services in Advanced Silver Society

October 2, 2008
DIJ Forum
The Silver Market Phenomenon: A German-Japanese Perspective

November 29, 2007
Workshops
The Silver Market Phenomenon: Business Opportunities and Responsibilities in an Era of Demographic Change