The ‘new elderly’: is this a golden age for marketing to China’s silver-haired consumers?

As the population ages, if your marketing doesn’t appeal to older people you’re missing out on a major market. Michaela Zhu of specialist agency Emerging Communications argues that nowhere is that truer than in China.
Older people in China are emerging as the nation’s big spenders.
With plenty of disposable income, generous state pensions and mortgage-free homes, these ‘silver-haired’ spenders are driving trends across the nation. From the Chinese travel industry to