Strategies in the silver economy: A framework and a research agenda
针对50岁以上消费者的银色经济，提出基于需求而非年龄的细分方法（gerontographic segmentation）和5A营销框架（ Awareness, Accessibility, Affordability, Affect, Advocacy），并探讨了不同文化下的营销差异，为学者和从业者提供了研究议程和实践方向。
Abstract The world’s population is aging rapidly, creating profound implications for businesses operating in the emerging “silver economy,” which encompasses economic activities of consumers over 50 years of age. Although older adults hold significant wealth and purchasing power, they are often underserved by marketing strategies that rely on stereotypes or overemphasize youth segments. This paper highlights the need for more nuanced, culturally informed strategies and approaches to engaging senior consumers. We argue for gerontographic segmentation—based on needs and socioeconomic characteristics rather than chronological age—and propose the 5As of silver marketing: Awareness, Accessibility, Affordability, Affect, and Advocacy. These principles provide a framework for designing inclusive products, communications, and services that resonate with diverse senior populations across global markets. We also explore cross-cultural distinctions, such as wellness-oriented appeals in Western countries, family-centered approaches in China, and safety-focused marketing in Japan. In turn, this paper sets out a research agenda to integrate insights from gerontology, psychology, and cross-cultural studies into marketing theory. For practitioners, we emphasize opportunities to create value through age-friendly innovations, universal design, and authentic engagement. Ultimately, we encourage both academics and managers to recognize the silver economy as a driver of growth and innovation, rather than as a challenge to be managed. We hope the research agenda that we have provided will help stimulate a better understanding of the Silver Segment.