Core Insights - A new market is emerging that is shaped not just by age but by longevity, self-reinvention, and multi-generational living, presenting significant growth opportunities for companies that adopt a full lifecycle design approach [1][3]. Demographic Shift - According to UN statistics, one in six people globally is over 60, and this ratio is expected to double by 2050. In the U.S., the number of adults aged 65 and older will surpass those under 18 by 2034. Over 100 countries have fertility rates below replacement level, with countries like China, Japan, Italy, and South Korea experiencing population decline [4]. - Older adults are increasingly capable and ambitious, with many starting businesses, caring for family, or participating in marathons, yet they remain underrepresented in workforce planning, product design, and marketing [4]. Market Opportunities - Many companies still view aging as a risk rather than an opportunity, focusing on short-term KPIs and neglecting the potential of older professionals. In the U.S., adults over 50 control nearly 70% of household wealth and account for 42% of consumer spending [4]. - Companies like Nike and Apple are beginning to recognize this shift, developing products and marketing strategies that appeal to older consumers, although these are still isolated cases [5]. Strategic Shifts - Companies need to shift from age-centric views to inclusive product design that considers various life stages and abilities, moving beyond generational stereotypes [6][7]. - Marketing strategies should redefine aging as a process of self-reinvention rather than decline, focusing on the aspirations of older adults [9][10]. Workforce Dynamics - Traditional career models are outdated; companies should embrace flexible career paths and recognize the value of older employees, as seen in initiatives by CVS and Caterpillar [12][13]. - Intergenerational collaboration should be encouraged, leveraging diverse perspectives to drive innovation, as demonstrated by GE's reverse mentoring program [14][19]. Actionable Steps - Companies can adopt age-inclusive strategies by assessing blind spots and opportunities, recognizing that demographic changes are already reshaping the workforce and consumer behavior [20][22]. - Implementing dual mentoring programs, training managers on intergenerational differences, and redesigning talent models for longevity can enhance resilience and adaptability [22].
从耐克到苹果，顶尖企业都在精心布局这个未来赛道
3 6 Ke·2025-07-25 01:19