Japan and Hong Kong/China have the oldest average populations in the Asia Pacific region, and each country is doing more to help older consumers as their spending power increases. In Japan, which has the highest average age in the world, the government is looking to end inflation which affects older consumers the most. Sarah Boumphrey, Head of Countries and Consumers Research at Euromonitor, states that older consumers enjoy experiencing new things just as much as younger consumers.  Therefore the key to marketing to older consumers is to serve them without patronizing them.

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