By Florian Kohlbacher, Visit Amazon's Cornelius Herstatt Page, search results, Learn about Author Central, Cornelius Herstatt,

The present shift in demographics – getting older and shrinking populations – in lots of nations worldwide provides an enormous problem to businesses and societies alike. One fairly crucial implication is the emergence and incessant progress of the so-called “graying marketplace” or “silver market”, the marketplace phase roughly widely outlined as these humans elderly 50 and older. expanding in quantity and proportion of the whole inhabitants whereas while being fairly well-off, this industry section will be noticeable as very beautiful and promising, even though nonetheless very underdeveloped when it comes to product and repair choices. This publication bargains a radical and up to date research of the demanding situations and possibilities in leveraging innovation, expertise, product improvement and advertising and marketing for older shoppers and staff. Key classes are drawn from a number of industries and international locations, together with the lead marketplace Japan.

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309 C. Eitner, P. Enste, G. Naegele, and V. Leve 24 Japan’s Population Aging and Silver Industries . . . . . . . . . . . 325 C. Usui 25 India: Opportunities and Challenges of Demographic Transition . P. C. Purwar, N. Kinra, and J. Moorthy 26 Silver Markets and Business Customers: Opportunities for Industrial Markets? . . . . . . . . . . . . . . . . . . . . . . . . 353 P. Mertens, S. Russell, and I. Steinke 27 Business Opportunities in Personal Transportation: Traffic Safety for Older Adults .

The fact is that research about the use of technology in everyday life teaches us very clearly that lifelong habits affect the way we approach new technologies. Not least, technologies are part of the constitution of everyday life, and as such are embedded into social relations and into experiences of safety and familiarity. In one of the projects, old people’s lifelong habit of TV viewing was discovered as a source for innovations. Statistics show that old people watch TV to a greater extent than any other age group, and that TV viewing in the fourth age tends to be more individualized compared to earlier in life [12–14].

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