Ageing and Generations

With more than 34 million people over the age of 65, Japan is the oldest country in the world, and it already feels the effects that many countries will

With right at 30% of its population aged over 65, Japan represents the largest global market for ageing-related technologies.

In Japanese culture, it is said that each person has an ikigai (生き甲斐, pronounced ee-kee-guy), or “path to life fulfilment” or “purpose for being.”

Our Japan Consumer Sentiment Survey carried out in March 2021 indicates that Japanese of all generations are looking to increase the quality and quantity of engagement they have with

By now, some readers will have heard of the Japanese concept of ‘ikigai’ that is becoming popularized by bloggers and life-advisors in western countries. Like so many words in