While seniors today uphold traditional values, they also embrace new trends and seek change. Brands can better address their needs, helping them find greater meaning and happiness in the second half of their lives.
Keiyou Wang, Director, China Insights
This report focuses on 1,000 internet users aged 55-65, exploring the needs of seniors and their expectations from brands, products and services. It discusses how brands can effectively market to this demographic by examining consumption behaviour, changes in attitudes towards ageing in an era of low birth rates and digitalisation, and considerations when choosing products and trusted information channels.
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