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Who are Japan's elders?
Elders : The New 50+ Generation.

Pioneered by Hakuhodo's Elder Business Development Division , the term "elder" provides a new way of referring to Japanese people aged 50 or over, one that better reflects the new realities of this group. Against the backdrop of the world's most rapidly aging society, Japan's 50+ community is a growing and increasingly influential part of society—especially from marketing perspectives.


The three major groups that comprise Japan's elder population are:

  • Younger Elders aged 50-64
  • Older Elders aged 65-74
  • Aged Elders aged 75 and above.
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