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The current shift in demographics – aging and shrinking populations – in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called “graying market” or “silver market”, the market segment more or less broadly defined as those people aged 50 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for older consumers and employees. Key lessons are drawn from a variety of industries and countries, including the lead market Japan.
The current shift in demographics - aging and shrinking populations - in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called "silver market," the market segment more or less broadly defined as those people aged 55 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries.
In this study among camping tourists of all age groups between 19 and 86 years of age, Konstantin Wellner compares key characteristics regarding innovative behavior of different age groups. The focus of the analysis is on the so-called “Silver Market” segment (consumers of at least 55 years) which gains importance to the demographic shift. Generally, older users are still actively innovating, especially if it relates to age-specific improvements (e.g., comfort and compatibility to other equipment). Analysis by a Structural Equation Model showed that the most important determinant of innovative behavior for older users is technical expertise and that being relatively ahead of trends increases their dissatisfaction with existing products. Additional evidence was found that user with high use experience suffer from functional fixedness.
This book constitutes the refereed proceedings of the First International Conference on Artificial Intelligence in HCI, AI-HCI 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020, in July 2020. The conference was planned to be held in Copenhagen, Denmark, but had to change to a virtual conference mode due to the COVID-19 pandemic. The conference presents results from academic and industrial research, as well as industrial experiences, on the use of Artificial Intelligence technologies to enhance Human-Computer Interaction. From a total of 6326 submissions, a total of 1439 papers and 238 posters has been accepted for publication in the HCII 2020 proceedings. The 30 papers presented in this volume were organized in topical sections as follows: Human-Centered AI; and AI Applications in HCI.pical sections as follows: Human-Centered AI; and AI Applications in HCI.
Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.
The three-volume set LNCS 8009-8011 constitutes the refereed proceedings of the 7th International Conference on Universal Access in Human-Computer Interaction, UAHCI 2013, held as part of the 15th International Conference on Human-Computer Interaction, HCII 2013, held in Las Vegas, USA in July 2013, jointly with 12 other thematically similar conferences. The total of 1666 papers and 303 posters presented at the HCII 2013 conferences was carefully reviewed and selected from 5210 submissions. These papers address the latest research and development efforts and highlight the human aspects of design and use of computing systems. The papers accepted for presentation thoroughly cover the entire field of human-computer interaction, addressing major advances in knowledge and effective use of computers in a variety of application areas. The total of 230 contributions included in the UAHCI proceedings were carefully reviewed and selected for inclusion in this three-volume set. The 78 papers included in this volume are organized in the following topical sections: age-related issues, human vision in universal access, emotions and persuasion in universal access, design for autistic spectrum disorders, cognitive issues for universal access, universal access to the Web and social communities.
Nils Levsen focuses on the international diffusion of product and service innovations for elderly users. In particular, the existence and location of lead markets is being investigated. Lead markets are characterized by their early adoption of innovations and their influence on design choice in a subsequent international diffusion process. Finally, two boundary conditions to the applicability of lead market theory are being identified and described.
Demographic change is one of the most crucial issues of our time. This book sheds light on the demographic implications companies face. Based on an integrated framework, the book investigates three important perspectives: An economic and social perspective helps organisations and managers better understand the basic parameters of demographic change and its influences on the labour market. A human resources and leadership perspective reveals how age management can help retain employees of different age groups as motivated and productive workforce members. An innovation and marketing perspective examines how companies can exploit the potentials that senior customers offer. A combination of research-driven and practice-oriented chapters makes this book a profound and an interesting read. It primarily addresses executives from various organisational fields, including HR, marketing, and management. Professional trainers, scholars and students of economy and business will also gain valuable insights.Dr. Guenter Pfeiffer, Chief Personnel Officer and member of the Executive Board, Swisscom Group “New approaches are required to restructuring, redeployment and age management that go beyond the typical instruments of part-time models and flexible retirement schemes.” Dr. Guenter Pfeiffer, Chief Personnel Officer and member of the Executive Board, Swisscom Group “Recognising the business consequences of the demographic developments and taking these into consideration are imperative for the competitiveness of not only companies, but also entire economies.” Bundespraesident a.D. Prof. Dr. Roman Herzog Former President of the Federal Republic of Germany
Ageing populations are a major consideration for socio-economic development in the early twenty-first century. This demographic change is mainly seen as a threat rather than as an opportunity to improve the quality of human life, especially in Europe, where ageing has resulted in a reduction in economic competitiveness. Economic Foundations for Creative Ageing Policy mixes the silver economy, the creative economy, and the social economy to construct positive solutions for an ageing population. Klimczuk covers theoretical analyses and case study descriptions of good practices to suggest strategies that could be internationally popularized.