「銀髮經濟」行銷的黃金準則

六十歲以上的消費者，每年的消費金額超過四兆美元。產業領袖已採取動作切入高齡社會的市場。儘管如此，廠商的反應還是遠遠跟不上市場的擴增。美國波士頓諮詢公司估計，目前僅有少於15％的企業已開發出針對老人市場的商業策略。Consumers over 60 shell out a total of 4 trillion US dollars every year. Market leaders in multiple sectors have taken strides to service this ever-expanding market segment. However, companies are not moving fast enough. The Boston Consulting Group estimates that less than 15% of firms have come up with a business strategy focused on the elderly.

法國作家雷納爾（Jules Renard）曾說：「問題不在於一個人有多老，而是他怎麼變老。」全球人口的年齡老化，市場趨向於英國《經濟人》雜誌所謂的「銀髮經濟」，此時，雷納爾的智慧，更值得讓我們深思。 
人口老化的問題有多麼嚴重？聯合國如此描述這個現象：「這是人類史上空前未有、無法想像的新浪潮。」全世界有十分之一的人口的年紀已超過六十歲。到了二○五○年，將會有五分之一的人口年齡超過六十歲。到那時候，六十歲以上的人數，將會比十五歲以下的人數還來得多。無人能自外於人口老化的影響，這個現象將擴散到世界各地、成為全人類的一個新面貌。
The French author Jules Renard famously said, “It’s not how old you are, it’s how you are old.” This piece of wisdom is especially relevant today, as the globe shifts irrevocably toward what The Economist has dubbed “the grey economy”. 
Here are some quick numbers: right now, 10% of the world’s population is over 60 years of age. That figure is expected to double by 2050, when people over 60 will outnumber those under 15. The United Nation has called this trend “unprecedented, without parallel in human history.” What’s more, there is not a corner on the globe that will be spared from this. Population ageing is a pervasive phenomenon that will stick with the human race for the rest of our specie’s time on earth.
 

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