This is the usual picture of a soon
to be retired salaryman

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But that would be a very limited view … just remember inside every 60 year old Japanese man is thecountries original rock fans. Born in 1948

In 1964 they greeted the Beatles to Tokyo
By 1970 they were the biggest per capita buyers of music
Every band in the world wanted to play and record a live album at the Bunkamera Stadium
And when the “settled “ into early middle age they started going to the world’s best karaoke orcoverband bars in the world … so why would they not be ….

Young At HeartDon’t underestimate the electricguitar in every Salaryman’sheartWho is a Cool mature man=
Nonconformist who takes a risk
and has a sense of fun

Mr. Maruyama, ex-president ofSony Music Entertainment who
started a music distribution
company in Okinawa after age60.
With doubts of the ‘retirement’system, left work before
retirement. Music aficionado,work-enthused individual.

Keio University professor takes
up windsurfing at age 50.
“Windsurfing is the sport foroyaji with rich life experience.”

It’s a time when we will see a newage of the “Singles”
Source: Public
Public Welfare
Welfare Labor
Labor Department
Department
Source:Seniors Living Alone
Unit: 10001000 people)
people)
Unit:

More Seniors Living Alone:
In an ageing population, more Japanese
seniors are living alone than before.
As family structures change, seniors areforced to be more independent than before.
“ why should I stay with him?”

Retirement doesn’t happen at same timing

Husbands are still living
a work-centered life…
Later go into a ‘retirement,’ and suddenly
released from ‘work.’

Wives retire frommotherhood and start toseek for her own life…
Women are released from ‘family’ and start tostructure her own new life.

Gap between husband and wife…
H (husband), W (wife)

Want to go travel together

Enjoy a life being two of us together

Each one should enjoy our own life

025

50%

75%

H

56.3%

W

45.8%

H

34.6%

W

25.2%

H

49.5%

(Top2box)

72.3%

W
Excited about a life with wife after retirement
Excited about a life with husband afterretirement(Top2box)

H

41.1%

W

31.6%

Does the moment of “a new life together” really exist?
Source: ME original internet survey in July 2006
Base: n=450 (309 full-time worker male (born in 1947 – 1949) and 155 housewives (born in 1947 – 1955))

An Aspirational relationship for Dankei ?
“Independent but Bonded.” Husband & wife don’t necessarily share same interests and enjoy
their time apart.
 However, they do understand and respect each other’s world andenjoy sharing the experiences of their own.
 Such a life can create a respect between them and thus they feel theycan inspire each other for lifetime.

Husband
Independent

Wife
Independent

Moment of ‘togetherness”

Do understand that today’s
retiree is different

“Aging” = Positive growth
5 keywords toenjoy aging

Tamiyo Kusakari(ballet dancer)“Taking my next stage”

Ginza and Marunouchi are place for adults.
With age, I’ve finally come to feel that I
belong here.

Finally the demographics have caught up
with societies emphasis on Re-Gaining Youth

Young cooldads
Mothers likeany single women

Choi Wary Oyaji
Re-discovering
the inner “guy”

Men taking care of their bonsai trees
after retirement is a rare sight these days.
Compared to the past, every age group
have grown 10 years younger.

Anti – aging 時代のドライバ
時代のドライバ
The “3 C’s” CARE

encourages…

CHEER
Maintains peace…
The Beauty
Bottom LineCOMFORT

CURE

老いと「闘う」
Fight Aging

Helps out…

CURE（問題解決型）
Improve the symptoms of aging – wrinkles, age spots, gray hairBeautiful – aging 時代のドライバー
時代のドライバー
The “3 C’s” CARE

encourages…

CHEER
Maintains peace…
The Beauty
Bottom LineCOMFORT

老いをホリスティックにカバーする

CURE
Helps out…

Holistically dealing with aging

COMFORT
Inner beauty, mental, holistic healthBeautifully growing 時代のドライバー
時代のドライバー
The “3 C’s” CARE
encourages…

CHEER
Maintains peace…
The Beauty
Bottom LineCOMFORT

CURE

右肩上がりで美を成長させたい
Maturing beauty in an evergrowing way

Helps out…

CHEER
Taking advantage of maturity and expressing it