Uncovering the New Generation of Senior Consumers: Insights from Halmeq

An In-Depth Analysis of the New Senior Generation: Halmeq's Latest Research

Recently, Halmeq Age Marketing Co., the senior marketing support company under the Halmeq Group, announced the upcoming release of a significant new book titled "The Main Players in Consumption: The Frontline of the Senior Market in Their 60s". This book, authored by Junko Umezawa, the head of the Halmeq Institute for Living Well, is a comprehensive exploration of the unique lifestyle, consumption behaviors, and values of individuals in their 60s today.

As traditional perceptions of retirement age shift, this demographic group is no longer viewed merely as the "retirement generation". Instead, they embrace the identity of the "New Humanity Seniors", actively participating in consumer activities and subtly influencing future market trends. In a time characterized by uncertainty, this generation demonstrates its resilience and adaptability through various consumer practices, including "pushing for experiences", engaging in nostalgic entertainment, and undertaking last-minute consumables and stealth purchases.

The Central Themes of the Book

This new work dissects the lives of those in their 60s, acknowledging their role as a pivotal demographic within the broader consumption landscape. With 60 being a new 40, many individuals in this age group lead vibrant, active lives and are more likely to spend on wellness, experiences, and lifestyle products than ever before. The book is structured to provide rich insights through a robust array of data and diverse case studies that map out the core demographic in the era of 100-year lifespans.

Core Chapters of the Book

1. Transformations in Consumption: Life Stages and New Trends
2. Re-defining Consumption: Addressing Gaps in the Mind and Body
3. Emergence of 'Smart Seniors' and 'Insta-Grandmas'
4. Entertainment: The Senior Market as a Central Force
5. New Humanity Seniors Influence Investment and Employment

The purchasing patterns of seniors are far more complex and nuanced than what conventional wisdom might suggest. Umezawa’s research invites marketers and businesses to rethink their strategies regarding consumer engagement with seniors, emphasizing fresh insights that can reshape perspectives on this influential demographic.

Author’s Background

Junko Umezawa has a rich professional history spanning more than two decades in the fields of product development and marketing. After spending seven years with Juju Cosmetics Co., and 14 years honing her skills at Japan Marketing Agency, she joined Halmeq in 2016 and has since conducted extensive research with over 900 seniors, gathering transformative insights to inform various aspects of marketing, product development, and advocacy.

Invitation to the Launch Seminar

In celebration of the book launch, a special seminar will take place on July 11, featuring Umezawa’s presentation along with interactive workshops. Attendees will have the opportunity to engage with the ideas presented in the book and experience firsthand the realities of consumption for seniors in their 60s.

Details of the Seminar:

- Date: July 11, 2025
- Time: 3:00 PM - 5:00 PM
- Location: TKP Garden City PREMIUM Akihabara Hall 2A, Tokyo
- Capacity: 180 participants (lottery system if oversubscribed)
- Fee: Free (Pre-registration required), with a complimentary copy of the book valued at 2,200 yen.

Registration and detailed information about the seminar can be accessed here.

In conclusion, those looking to penetrate the vibrant and expanding senior market should not miss out on Umezawa's latest insights. The emerging narrative around seniors as proactive consumers could very well define marketing strategies in the years to come.