An updated version of The Silver Market Phenomenon ©2008/2011 is available, published by Springer Press:
The Silver Market Phenomenon
Marketing and Innovation in the Aging Society
Kohlbacher, Florian; Herstatt, Cornelius (Eds.)
The current shift in demographics – aging and shrinking populations – in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication 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 50 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 book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for older consumers and employees. Key lessons are drawn from a variety of industries and countries, including the lead market Japan.
I contributed, updating the 2nd Edition with lots of new material – as have the other contributors (along with nine new chapters/contributors).
From an in‐depth global overview of the mature market, through design and product development for older consumers, to the marketing implications, this book has it all. With contributions from experts around the world, the book recognises that population ageing poses great challenges to industrialised and developing countries alike. Its well researched attention to detail means The Silver Market Phenomenon is a ‘must have’ for both practitioners and academics. – Kevin Lavery, Managing Director, Millennium, Founding Member and President, International Mature Marketing Network (IMMN), UK
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 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, author, “The Daughter Trap”, and President, Age Lessons, LLC, USA
Preface & Introduction (PDF)