The Frontline Generation—Reiwa Seniors: Why Do Gen-Z Marketers See the “Future” among People in Their 60s?
Discontented Reiwa Seniors: “Why Can’t I Find the Right ‘Answer’ for Me Even If I Scour the Web?”
“I Am About to Restart My Life:” What the Latest Data Tell Us about the Values of Reiwa Seniors
The Shinjinrui Generation Now at 60: Who Are Those “Reiwa Seniors” Emerging from a Half Century of Turmoil?
“The Frontline Generation—Reiwa Seniors: Why Do Gen-Z Marketers See the ‘Future’ among People in Their 60s?” Out Today
Roundup: Evolving Smart Life of Reiwa Seniors―Digitally Engaged Seniors Are Now the Norm, Not the Exception
No. 11: The Power of “Passion” to Improve the Wellbeing of Reiwa Seniors―Joint Research Report of Hakuhodo Sei-katsu-sha Insight R&D Institute and WOWOW Lab For Passion―
No. 10: From “Silver” to “Gold”—Theory of Smart Life Evolution to Transform Devices into Wings to Transcend the Age of Centenarians
No. 9: Latest Trends in the Behavior of Reiwa Seniors on Social Media 2025—Why Is Instagram the Platform of Choice for People in Their 60s?
No. 8: Are Older Persons in Japan into Gaming?: Online and In-app Behavior of Reiwa Seniors as Revealed by the Latest Behavioral Data—Behavior with Apps
No. 7: What Are Popular Services among People in their 60s?: Online and In-app Behavior of Reiwa Seniors as Revealed by the Latest Behavioral Data—Behavior on Websites
No. 6: Are Seniors Really Frugal?—Potential of Reiwa Seniors as Active Consumers
No.5: Attention Focused on “Granfluencers,” Senior-Demographic Influencers
Sharing Values with Gen A? Doing Away with Stereotyped Images in Analyzing Reiwa Seniors, Whose Attitudes Are Being Transformed by the Smartphone
No. 4: Search Trends among Reiwa Seniors (H1, 2025)
No. 3: One Day in a Reiwa Senior’s Life – Points of Contact with Media for People in Their 60s
Evolving Smart Life of Reiwa Seniors No.2: Generational Change among Seniors? – Reiwa Seniors Once Called “New Breed of Humans”
Evolving Smart Life of Reiwa Seniors No.1: Exponential Growth of Digital Activities among Seniors
What’s the Secret of “Senior Demographic Marketing?” Won’t Be Long before Seniors Lead the Digital World.
Growing Presence of “Granfluencers” Part 2: Media Innovation Lab Report No.45
Growing Presence of “Granfluencers” Part 1: Media Innovation Lab Report No.45
Social Media Use by Seniors Still in Its Early Days: How to Ensure Effective Promotion Now?
“Marketing” to Win Over Reiwa Seniors: Lessons Learned from Promotion on the Respect for Senior Citizens Day
Are Your Ideas about Seniors Outdated? Reiwa Seniors to Set New Standards of Senior Marketing
One in Two Aged 50 or over in Japan! Insight into Youth-Oriented Reiwa Seniors
Hakuhodo DY ONE’s Reiwa Senior Research Institute Launches “The Granfluencers,” a New Marketing Support Service in Collaboration with BitStar, Focused on Senior Influencers
Hakuhodo DY ONE’s Reiwa Seniors Research Institute Publishes “Reiwa Seniors White Paper,” Delving into Trends in the Behavior of Seniors
The Reiwa Senior Research Institute to Start a Series of Columns on ITmedia Business Online
Hakuhodo DY ONE Establishes the Reiwa Senior Research Institute to Explore Digital Marketing for the Senior Demographic
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