With the retirement of Japan' s highly influential baby boomers, a group born in the late 1940s, life is about to change dramatically for people in their 40s–60s.
This “new adult generation,” which is surprisingly cross-generational (meaning they interact with people younger than themselves), has developed into a potent consumer force that marketers in Japan can ill afford to ignore.
Working with sei-katsu-sha, businesses and the media, Hakuhodo's Elder Business Development Division offers a deeper understanding of elder generations and is a pioneering force in the trends that most affect this increasingly important segment of society.
