Embracing Change, Realizing Dreams - WPP.com

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estaurant or the management of an apartment block invites them to perform at theopening ceremony. They’ve found a way to monetize their passion. Brands could makethem famous and earn their gratitude and <strong>com</strong>mitment!Senior citizens, like those everywhere, are remarkably passionate in preserving thetraditions of China’s past. As contemporary China embraces the spirit of revivalism (asour past explorations into creativity have indicated), their role as carriers of thattradition, ought to be recognized. Will the intricate, fluid swordplay of the group aboveor the pondering associated with a mahjong move be lost in the din and freneticshooting of an X-Box game?Again, like seniors in every part of the developedworld, those in China love to travel. A majorityof them cannot afford to travel far and for long,so they end up frequenting nearby destinations.It is usually when their children gift them aholiday, or take them along on their vacations,that they get to visit some of their dreamdestinations. It doesn’t take much to concludethat there is an enormous opportunity out there,for inland tours by train or bus – to keep costsaffordable.But China is full of surprises. In Qufu,Confucius’s home town, we encountered a groupof fifteen 60 year old men and women who wereon a 500 km cycling trip across Shandongprovince. Kitted out by bicycle <strong>com</strong>pany Trek,wielding backpacks and supremely fit, they’d have put any twenty-five year old, ‘I workout at the gym three times a week’ city dandy to shame. Red Bull, are you reading this?
EMBRACING THE OPPORTUNITY IN THE SENIOR MARKET
Page 4 and 5: WHY SENIORS MATTER IN CHINAPre-mode
Page 6 and 7: As these pictures show, theirs is n
Page 8 and 9: STUDYING SENIORS - WHAT A PLEASURE
Page 10 and 11: Sixty-eight year old Wu Yi is affec
Page 12 and 13: A significant number of senior citi
Page 14 and 15: featured among their favourite bran
Page 16 and 17: In the sprawling grounds of the Jin
Page 20 and 21: If your minds have been, by now, st
Page 22 and 23: important, valuable customers with

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