Tokyo has always been the cool trendsetter of our global high school. And even as the city ages with the rest of Japan (20% of the population aged 65 or older), Tokyo is proving once again to be a beacon for anyone looking to catch a glimpse of the best, newest, products on the market. The Baby Boom generation – with their collective wealth and supposed lifelong sense of entitlement (i.e. tendency to spend) – is an especially attractive demographic to brands and marketers. The latest issue of Monocle discusses how industries all over Tokyo – from travel agencies to toymakers – have been shifting their product development and communication strategies to cater to Japanese boomers. The architectural landscape is being reshaped as well. Hospitals, communal baths and minimalist design-conscious residential spaces are being merged together into so-called Hospitalment complexes.

EXCLUSIVE MEMBER CONTENT
PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in