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- China Marketing to Over-55s Market Report 2023
China Marketing to Over-55s Market Report 2023
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“China is experiencing rapid growth in its older demographic, while stereotypes of old people have to be broken. In reality, the over-55s are a complex group of consumers; they are modern and independent consumers who are increasingly adapting to digital tools and channels, while at the same time highly reliant on relationships to sustain an active lifestyle and to foster a sense of purpose and social connectedness.
Brands who don’t want to miss out over-55s’ spending power – amassed over their years of work and saving – need to address the issues of overlooked emotional demands. Redefining elderly-oriented products to offer interactions, companionship and effort-saving design, can encourage older consumers’ modern consumption by showing real older people and their diverse lifestyles, and help to reinforce a happy parent-child relationship. All of this can help brands to meet the changing needs of the over-55s as they navigate the ageing process.”
– Gloria Gan, Senior Research Analyst
This Report discusses the following key topics:
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