Uncovering the "Consumption Re-editing" of Reiwa Seniors through Latest Quantitative Surveys and Depth Interviews

Cross Marketing Inc. will hold an online seminar on Thursday, June 11. The population aged 70 and over in Japan has reached 23.5%, representing a massive market. However, many companies remain stuck in uniform approaches focusing on "health" and "peace of mind." In this seminar, we will explain the changes in consumption behavior triggered by "physical decline" as revealed by our latest research. For them, physical constraints are not the "end of consumption," but the beginning of "consumption re-editing," where they maintain their lives by relying on money and family. In this survey, we verified strategies for seniors to overcome physical constraints along three axes: "functional solutions," "social solutions," and "emotional solutions." We will also focus on two clusters with high consumption motivation—"Enjoy Hobby Seniors" and "Dream Seniors"—and explain them based on the latest depth interview results. This content is recommended for those in charge of senior-oriented product development and new business development.