Japan's population is aging rapidly. As of September 15, 2002, there were an estimated 23.62 million people 65 and up. That is 18.5% of the population.

A society is considered "aging" when the number of 65-and-ups tops 7% of population. When it tops 14%, the society is "aged." And when it tops 20%, the society is called "super-aged." Japan is today clearly in the "aged society" category and on track to be super-aged by 2005.

What does this mean for marketers? Very simply, it means we have to think of the 65-and-ups as market leaders. Like it or not, any cohort that is 20% or more of the population is a market leader, and the 65-and-ups will soon cross that threshold to leadership.

The data are immutable, but there is no reason to lose heart. On the bright side, the 65-and-ups own over 60% of the total JPY1,400 trillion in Japanese personal assets. These are well-heeled market leaders. They have money. They just don't spend it. Yet think what it would mean for the stock market if they invested even 1% of their wealth there. A major cause of today's recession, the stock market is also the key to getting Japan out of recession, and the 65-and-ups' 1% could make the difference. Not only could they make a difference, they are the only cohort that can make a difference.

Ito Kimio
Industrial Marketing Consultants