And yes i am talking about THE demographic that any sensible and forward thinking marketer should be focusing on : the ageing populations of Asia.
I just wanted to finish off the year by thanking some colleagues who have helped me spread the word and a little truth about the opportunity that is an ageing world this last year. AND maybe suggest that marketers really reflect on what is possible if they focus on the populations that will grow the most in the near ( next five ) and long ( next 25 ) years.
I have been lucky enough to work with many of you on various projects, articles, webinars and projects. I know that many of us are still a little frustrated and struggling to turn what we clearly see as the future in to a reality for marketers. But i have seen a lot more coverage and exposure to the topics at had over the last year. Certainly a lot of improvement from say 2011 when i started doing a lot more public speaking on the issue.
In case you missed them a few things worth looking at, listening to or revisiting.
if you are interested in or don’t know much about the huge opportunity that the ageing of the asian population in particular offers then you might find these references of use.
Back in Nov 2015 WARC kindly ran a series of articles that i edited on Ageing Asia. Thanks to Kim Walker, Gill Walker ( not related ), Florian Kohlbacher, William Hall and Kunal Sinha for some great articles. WARC then arranged for Kim, Florian and I to do a webinar on the subject that i think worth listening to as we share experiences in how to explain opportunities to marketers …. https://www.warc.com/Content/ContentViewer.aspx?ID=151b048b-5bb2-4d79-a868-1738d2d91b7e&q=ageing+asia&CID=A106367&PUB=WARC-WEBINARS&MasterContentRef=151b048b-5bb2-4d79-a868-1738d2d91b7e
At the beginning of 2016 my friends Matthew Oliver and Grace Hung at CLSA published a longer report i wrote on “ New Life Builders : Ageing Asia offers opportunities” and set up about 12 days in cities across Asia, Australia and London where i ran sessions for their clients. If you want a copy of the report I can get it a copy for you…. some details are in this Linkedin post … https://www.linkedin.com/pulse/worlds-biggest-growth-market-over-new-life-builders-media-mccaughan?trk=mp-author-card
Florian Kohnlbacher and Michael Prieler had a new book published this year “ Advertising in the Ageing Society : Understanding representations, practitioners and consumers in Japan” ( published by Palsgrave Macmillan ) and kindly asked me to write the ( rather long ) foreword. If you want details check this … https://www.linkedin.com/pulse/frustration-light-understanding-advertising-marketing-david-mccaughan?trk=mp-author-card
As I hope you know my good friend Kevin Gray and i have this launched a series of podcasts called MR Realities. Each of the 20 episodes looks at a key issue in the market research / marketing world and involves a 40 minute discussion between Kevin, i and a special guest. Earlier in the year we got Florian to again join me in talking about the shortfalls and mistakes many marketers make in understanding the ageing asia population… you can download the podcast here … https://www.linkedin.com/pulse/you-still-need-me-conundromd-marketing-seniors-mr-david-mccaughan?trk=mp-author-card
Probably also worth having a read of this piece i wrote for Research World Connect https://rwconnect.esomar.org/65-and-out/
thanks to Research World for publishing my article on “taking the long view” https://www.linkedin.com/pulse/taking-long-view-its-ageing-world-footnotes-media-people-mccaughan?trk=mp-author-card
so maybe, maybe .. this will inspire a few more thinking marketers to refocus in 2017 and look at where growth will really come in the next couple of decades and rethink their strategies for the 60,70,80 plus populations ... it is where opportunity lies
As an ex-librarian Dave loves to leave references for further reading. Here are a selection of articles and posts you might find of interest.