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Although not one of the most aged societies in Asia Pacific, Malaysia is one of the fastest ageing. Now is the time to prepare. But how?
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© Silver Group 2010
BUILDING AN AGE-NEUTRAL
SOCIETY
Thursday, August 5, 2010
© Silver Group 2010
1.why age neutral?
2.why now?
3.where to begin?
Thursday, August 5, 2010
PHYSIOLOGY
PSYCHOLOGY
Thursday, August 5, 2010
© Silver Group 2010
Don’t call me old!How do you think, feel and behave relative to your actual age?
SilverPoll™ Jan 2009
0%
15%
30%
45%
60%
Australia ChinaIndia
JapanSingapore
HK
5 ~ 10 years younger
Thursday, August 5, 2010
© Silver Group 2010
the ‘new’ old
THINK FEEL LOOK
YOUNGERfor
LONGER
YOUNGERfor
LONGER
YOUNGERfor
LONGER
Thursday, August 5, 2010
© Silver Group 2010
physiological ageingaffects everyone, in different ways, at different stagesrelentless 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
Thursday, August 5, 2010
© Silver Group 2010
“What aspects of getting older most annoy you?”
60%40%
N = 526,623
PHYSIOLOGYPSYCHOLOGY
SilverPoll™ Jan 2009
318,452
208,171
Thursday, August 5, 2010
© Silver Group 2010
Pre Teens Young Adults
Older Adults
Silvers
AGESPECIFIC
AGESPECIFIC
Silo
Thursday, August 5, 2010
© Silver Group 2010
Thursday, August 5, 2010
© Silver Group 2010
Pre Teens Young Adults
Older Adults
Silvers
AGESPECIFIC
AGESPECIFIC
Silo
age-neutral
Thursday, August 5, 2010
© Silver Group 2010
age-neutral
Thursday, August 5, 2010
© Silver Group 2010
1.why age neutral?
2.why now?
Thursday, August 5, 2010
© Silver Group 2010
Population ageing is unprecedented,
a process without parallel in the history of humanity…
“Population ageing is unprecedented,
a process without parallel in the history
of humanity…”United Nations, World Population Ageing Report, 2007
Thursday, August 5, 2010
© Silver Group 2010
Malaysia 20 year outlook
0
10.0
20.0
30.0
40.0
3127
21
14
7
31 3231
23
17
0~1415~29
30~44
45~59
60+20082028
3%19% 46%
64% 139%
Thursday, August 5, 2010
© Silver Group 2010
Malaysia spending power
$4.1
$10.2
2005
2015
Empty nestersOld singlesTOTAL
MasterCard Asia/Pacific
Retired (65+)US$ billions
Thursday, August 5, 2010
© Silver Group 2010
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 50-64Synovate PAX
Thursday, August 5, 2010
© Silver Group 2010
1.why age neutral?
2.why now?
3.where to begin?
Thursday, August 5, 2010
© Silver Group 2010
“......... 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
Thursday, August 5, 2010
© Silver Group 2010
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
Thursday, August 5, 2010
© Silver Group 2010
making the connections
PHYSICAL
SENSORY
COGNITIVE
ONLINE
COMMUNICATIONS
PHONE SALES/SUPPORT
PRODUCT
RETAIL
18 effects of ageing
Customerjourney
An assessment
of age-neutrality+ =
operational analysisprioritised action plan
Thursday, August 5, 2010
© Silver Group 2010
understand, measure, and remove the barriers with (older) customers
Thursday, August 5, 2010
© Silver Group 2010
Thursday, August 5, 2010
© Silver Group 2010
age-neutral Malaysia?
Thursday, August 5, 2010
© Silver Group 2010
1.why age neutral?
2.why now?
3.where to begin?
Thursday, August 5, 2010
© Silver Group 2010
http://www.silvergroup.asiahttp://www.silvergroup.asia/blog
email: kim@silvergroup.asia
Connecting you to the 50+ market
Thursday, August 5, 2010
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