Tokyo: Baby Boomer Trendsetter
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.