The Demographic Shift: Challenges, Chances, Perspectives -- Demographic Change and Economic Growth -- Talking Politics: Demographic Variables and Policy Measures in Japan -- The Silver Markets in Japan Through Regulatory Reform -- Matching Demand and Supply: Future Technologies for Active Ageing in Europe -- How Baby-Boomers in the United States Anticipate Their Aging Future: Implications for the Silver Market -- Japan’s Demographic Changes, Social Implications, and Business Opportunities -- Innovation, Design and Product Development for the Silver Market -- Disabled Persons as Lead Users for Silver Market Customers -- Integration of the Elderly in the Design Process -- Universal Design – Innovations for All Ages -- Transgenerational Design: A Heart Transplant for Housing -- Service Innovation: Towards Designing New Business Models for Aging Societies -- Marketing for the Silver Market -- Current Strategies in the Retail Industry for Best-Agers -- Silver Pricing: Satisfying Needs is Not Enough Balancing Value Delivery and Value Extraction is Key -- Macro-Structural Bases of Consumption in an Aging Low Birth-Rate Society -- Changing Consumer Values and Behavior in Japan: Adaptation of Keio Department Store Shinjuku -- Grey Power: Older Workers as Older Customers -- Older Consumers’ Customer Service Preferences -- Silver Advertising: Elderly People in Japanese TV Ads -- Advertising Agencies: The Most Calcified Part of the Process -- The Importance of Web 2.0 to the 50-Plus -- Industry Challenges and Solutions -- The Business of Aging: Ten Successful Strategies for a Diverse Market -- The Discovery and Development of the Silver Market in Germany -- India: Emerging Opportunities in a Market in Transition -- Silver Markets and Business Customers: Opportunities for Industrial Markets? -- Business Chances in Personal Transportation: Traffic Safety for Older Adults -- In-Vehicle Telematic Systems and the Older Driver -- Taking Advantage of Adversarial Demographic Changes to Innovate Your Own Business -- The Golden Opportunity of Silver Marketing: The Case of Housing and Financial Services -- Medical System Reforms and Medical Information Systems in Japan -- The End of Mass Media: Aging and the US Newspaper Industry -- Material Innovation in the Japanese Silver Market -- Potholes in the Road to Efficient Gerontechnology Use in Elderly Care Work -- Senior Educational Programs for Compensating Future Student Decline in German Universities -- Lessons Learned and the Challenges and Opportunities Ahead.

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.