THE 60+ PROJECT

According to the World Health Organisation, the proportion of the global population over 60 years old will reach 22% by 2050, thanks to healthier lifestyles, advances in medical technology and lower fertility rates. Countries leading this growing Aging Society are Italy, Japan, Greece, Germany and Switzerland, while Thailand's 60+ segment will reach 10.05% of the country's population by 2050. The Aging Society has its own special needs, and the purchasing power to obtain them. Having foreseen the growth of this market segment, the Department of International Trade Promotion, Ministry of Commerce, Thailand, has initiated the 60+ Project to develop new opportunities in foreign markets for Thai manufacturers and service providers. The program includes seminars by experts from many countries such as Italy, Japan, Sweden and the development of products for the 60+ international market to be introduced via its overseas trade mission and international trade shows. Specific product groups include food & beverages, clothing, accessories, anti-aging beauty products, home furnishings, movement aid products (wheel chairs, canes), medical equipment, electric tools, robots, rescue equipment & health care services, such as specialized clinics, care centers, holistic spas.

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EFFECTIVE MARKETING TO SENIOR CITIZENS

Effective marketing plans start with the assessment of your marketplace, and senior citizens make up a sizeable portion of this demographic. Marketing to seniors involves establishing a relationship, building trust and provideing opportunities for growth, learning and interaction. Seniors are known for developing long-term brand loyalty, so an honest and forthright approach is vital to reaching this important segment of the population.nnUse common sense when marketing to the senior demographic. Make sure you recognize the audience for your products and services before investing in a costly marketing strategy.nHonesty and reliability are key factors with seniors. Avoid overly gimmicky marketing approaches with numerous restrictions. While you may lure in seniors initially, you are not likely to keep them as long-term and repeat customers.

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