© 2008

The Silver Market Phenomenon

Business Opportunities in an Era of Demographic Change

  • Florian Kohlbacher
  • Cornelius Herstatt

Table of contents

  1. Front Matter
    Pages i-xxxv
  2. The Demographic Shift: Challenges, Chances, Perspectives

  3. Innovation, Design and Product Development for the Silver Market

  4. Marketing for the Silver Market

About this book


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 “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 book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries.


Advertising Ageing Change Demographic Change Demographic Changes Demographics Import Innovation Matching business design development integration marketing strategy

Editors and affiliations

  • Florian Kohlbacher
    • 1
  • Cornelius Herstatt
    • 2
  1. 1.German Institute for Japanese Studies (DIJ)TokyoJapan
  2. 2.Institut für Technologie- und InnovationsmanagementTU Hamburg-HarburgHamburgGermany

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods


Advance Praise 

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, Founder, Age Lessons, LLC, Founding Member and President, International Mature Marketing Network, USA

People live longer and stay active. But what is marketing doing about it? Not enough, it seems. Therefore The Silver Market Phenomenon is timely and right on target. It is no coincidence that it emanates from Japan, a country that treats senior citizens with respect. But the scope of the book is global with authors from both the Eastern and Western hemispheres. My advice: Consult this seminal book at your next marketing strategy session!
Dr. Evert Gummesson, Professor of Marketing and Management, Stockholm University School of Business, Sweden

This book is unique in terms of its positive and constructive attitude towards the ageing phenomena. It focuses on business opportunities of the demographic change by covering a broad spectrum of emerging areas. This breadth is one of the strengths of this book, as it is the first comprehensive and international publication on the business opportunities of demographic change. It skillfully articulates the unique aspects of the silver market and offers valuable insight and advice to academic scholars and practitioners alike.
Dr. Fumio Kodama, Director and Professor, Research Center for Management of Technology, Graduate School of Engineering Management, Shibaura Institute of Technology, Japan

This is a unique book that covers a wide spectrum of topics and contains a wealth of information on the mature market in different parts of the globe. The book is a "must read" for those interested in the mature market and wish to understand their older customers.
Dr. George P. Moschis, Professor of Marketing, Alfred Bernhardt Research Professor, and Director of the Center for Mature Consumer Studies, Georgia State University, USA

The silver economy offers enormous potential for our society, economically, on the labour market and as an enrichment and improvement in the lives of the elderly. Germany will be the first major European economy to bear the brunt of demographic change. In order to maximise in order to maximise the potential of the silver economy for consumers and suppliers, The Federal Ministry for Family Affairs, Senior Citizens, Women and Youth, together with The Federal Ministry for Economics and Technology have started an initiative called "Age as an Economic Factor".
Dr. Ursula von der Leyen, German Minister for Family Affairs, Senior Citizens, Women and Youth

Demographics drives markets. The book fills a noticeable gap in the field of innovation, namely the dealing with opportunities created by the changing demographics of today’s world. Featuring first-rate chapter authors, this book provides a valuable contribution to the marketer and product-developer interested in conceiving, developing and launching tomorrow’s new products.
Dr. Robert G. Cooper, Professor, McMaster University and President of the Product Development Institute, Canada