British ad giant WPP looking for opportunities in aging Japan


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So if you begin to see more ads on your browser directed to people over 60 this is going to be the reason.

Not necessarily bad, but if you have tracking deactivated you would already know there are ads for that population already saturating the media and internet. This is not something nobody have thought about until now.

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WPP come from operating in a market that has already made that adjustment, older consumers are not only more selective but also have different wants, desires and needs and generally need to be approached on a different basis to younger consumers and indeed themselves when younger, so it is not just the volume of adverts but the targeting, product mix and crafting of the approach to the intended market that makes the difference.

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Maybe they should do it for the British Health System first,they are the one need help

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aiming to leave the next generation with even less

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Japan's population is expected to fall below 100 million in 2053, compared with about 125 million in 2021, while the elderly will account for 30.0 percent of the overall population in 2025 and 35.3 percent in 2040, according to the National Institute of Population and Social Security Research.

That is a very optimistic projection. Let's break this down.

The pace at which births in Japan is declining has accelerated well beyond past government projections, further dimming the goal of maintaining the population. 

According to population figures released June 3 by the health ministry, 811,604 births were recorded in 2021, the lowest figure on record and the sixth consecutive year of decreases in births.

The number of births fell below 815,000 six years earlier than a projection made in 2017 by the National Institute of Population and Social Security Research (IPSS).

The IPSS made three projections, with the one used by the government predicting 869,000 births in 2021. The pessimistic projection had births in 2021 at 756,000. The actual figure fell between those two projections. But the government projection was that births would fall under 815,000 in 2027.

And finally, the most important part- the article claims that Japan's population is expected to fall below 100 million in 2053.

But from the same Asahi Shimbun article I quoted in Bold above, it goes on to say A related projection had the total population of Japan falling under 100 million in 2049, but at current rates, the population will likely sink under 100 million earlier as well.

Number of births plunging faster than government projections | The Asahi Shimbun: Breaking News, Japan News and Analysis

They thought that 2049 NOT 2053 would be the year that the population dropped below 100 mil, BUT the decline has accelerated so they are projecting the drop below 100 mil will occur before 2049

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