ライフ シフト

This week Dr Florian Kohlbacher from the Economist Intelligence Unit (EIU) came to visit Ogilvy Japan to talk about Japan’s aging consumers.

Kohlbacher is an authority on the subject, and literally wrote the book on Advertising in the Aging Society. (That is the title.)

One of his reference points was “the 100-year life”.

This concept is documented in the book called Life Shift　/　ライフ シフト　/　written by Lynda Gratton and Andrew Scott.

Life Shift frames the 100-year life as an opportunity, rather than a problem, so long as people are able to change their expectations for the type of life they will lead. 

The thesis is that the traditional, simple, three-stage life (education, followed by work, then retirement) is beginning to collapse.

Living longer involves more transitions, working more and different jobs, sustaining physical and mental health in more dynamic conditions, and building more durable networks of family and friends. 

Japanese policymakers have adopted this concept as an overarching theme because Japan’s population is the oldest in the world.

But aging as a demographic shift is effecting all societies and economies. 

Kohlbacher’s opinion (I agree!) is that we should see Japan as the laboratory for the world for how it will work. 

And that as advertising practitioners, we should consider our role in learning and demonstrating how it should be done correctly.

How is that?

For example, representing older consumers equitably. And portraying them favorably. And working to bring products/services to market that are “transgenerational” value, that meet the needs of all consumers, not strictly the young.

I’m not sure if I am quoting Dr. Kohlbacher precisely, but he left us with the big idea that “aging society is a unique opportunity for the marketing industry in Japan."

I think he’s right!