Is ageism a problem in APAC countries?
Very much so. Society and the seniors themselves must jointly shoulder the blame. Some views of aging are born from Confucian values that place older people on a pedestal: as decrepit but wise. Boomers in many Asian countries see themselves as being the ‘same age or older’ than their real age. This is a total contrast to Western society where, on average, Boomers see themselves as being 13 years younger than their real age. What can US consumer brand marketers gain from understanding Boomers in Asia Pacific? Asian boomers are not the same as their Western counterparts, and even among Asians they differ greatly. The one thing they have in common is their relative wealth and the time to spend it. Culture will affect the way they spend discretionary assets, so it’s critical for marketers to understand these nuances. Consider travel and tourism as an example. Rather than taking an extravagant dream vacation, Asian Boomers are more likely to pay for the entire family to travel somewhere tog
