Building An Age Neutral Society

BUILDING AN
AGE-NEUTRAL
SOCIETY

© Silver Group 2010

Thursday, August 5, 2010

1.why age neutral?
2.why now?
3.where to begin?



PSYCHOLOGY

PHYSIOLOGY

Don’t call me old!
How do you think, feel and behave relative to your actual age?

5 ~ 10 years younger

60%

45%

30%

15%

0%

Australia
China
India
Japan
Singapore
HK
SilverPoll™ Jan 2009



the ‘new’ old

THINK FEEL LOOK

YOUNGER
for
LONGER



physiological ageing
affects everyone, in different ways, at different
stages
relentless and impacts:
➡ new product design
➡ all physical aspects of society and infrastructure
➡ communications

CHALLENGE: remain relevant to people as
they age, without making them feel old and
without alienating the younger population



“What aspects of getting older most annoy you?”

40%
318,452 60% PHYSIOLOGY
208,171 PSYCHOLOGY

N = 526,623
SilverPoll™ Jan 2009



Silo
AGE
SPECIFIC

Pre Teens Young Older Silvers
Adults Adults

AGE
SPECIFIC



Silo
AGE
SPECIFIC

Pre Teens Young Older Silvers
age-neutral Adults Adults

AGE
SPECIFIC



age-neutral



1.why age neutral?
2.why now?



“Population ageing is
unprecedented,
Population ageing is
unprecedented,
a process without
a process without parallel in the
parallel
history of in the history
humanity…

of humanity…”
United Nations, World Population Ageing Report, 2007


Malaysia 20 year outlook

40.0

31 31 32
30.0 31
27

20.0
21 23

10.0 3% 14 17
19% 46%
0
64% 139%
0~14 7
15~29
30~44

2008 45~59

2028 60+



Malaysia spending power
Retired (65+)
US$ billions
$10.2

Empty nesters
Old singles
$4.1 TOTAL

2005
2015
MasterCard Asia/Pacific



elites spending
60.0 77.5 95.0 112.5 130.0

Stock/Securities/Bonds

Privilege/Priority Banking Account

Own Primary Residence

Offshore Investment Accounts

Quality Clothes & Leather (US$500+)

Jewellery (US$1000+ Per Item)

Luxury Watch (US$1000+)

25-49 50-64
Synovate PAX


“......... older Malaysian consumers
also voiced their concerns about the
facilities within shopping areas that
need to be improved to be more
elderly friendly”

Older Consumers in Malaysia:
Dr. Ong Fon Sim & David R. Phillips 2007


A globally unique, web-based tool to accurately simulate the complete
customer journey with the product/service or brand
Can measure 150 touch-points against 18 effects of ageing (potential
of 2,700 data inputs)
Provides graphical analysis with comments and photo reference
Conducted by professionals deeply familiar with the issues of ageing



making the connections

+ =
An
18 effects Customer assessment
of ageing journey of
age-neutrality

PHYSICAL ONLINE

COMMUNICATIONS
operational analysis
SENSORY
prioritised action plan
COGNITIVE PHONE SALES/SUPPORT

PRODUCT

RETAIL



understand, measure, and remove
the barriers with (older) customers



age-neutral Malaysia?



Connecting you to the 50+ market

http://www.silvergroup.asia
http://www.silvergroup.asia/blog

email: kim@silvergroup.asia



Building An Age Neutral Society

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