A Quiet Shift with Global Echoes

In early September, the Japanese Ministry of Health, Labour and Welfare presented a data point that is deceptively simple on the surface but that may well turn into a defining factor in consumer markets in the decades to come: there are 99,763 Japanese citizens today who are 100 years old or older. For those of us studying global demographic trends from our desks in London, the implications are immediate and far-reaching.

This wasn’t a one-off increase. The number of centenarians in Japan has grown every year for the past 55 years. That steady upward line tells its own story — one that brands, especially those in retail, healthcare, technology, and financial services, must learn to interpret.

Japan’s life expectancy continues to be among the highest globally, with women living on average to 87.13 years and men to 81.09 years, according to the latest government figures. Combined with a declining birth rate and consistent access to healthcare, Japan now finds itself with one of the world’s oldest populations — and a fast-growing number of people living beyond 100.

Not Just a Number

Nearly 88% of Japan’s centenarian population are women. That equates to 87,784 women and 11,979 men. The oldest among them, Shigeko Kagawa, is 114 years old. Her name appeared not as a trivia detail but as a reminder that behind every data point is a person with a history of decisions, habits, and preferences that continue to shape markets.

Ms Kagawa reportedly worked as a gynaecologist into her 80s. She’s representative of a cohort whose economic agency often defies assumptions. They are not disconnected. Many manage their finances, use mobile apps, consume content online, and remain curious about products that serve their well-being, comfort, or convenience.

For brands operating in the digital or physical consumer space, these stories matter. They prove that the linear perception of ageing — that older people retreat from consumer culture — is no longer supported by evidence in Japan, and increasingly, across similar markets.

A Lesson from Japan’s Longevity Economy

Japan’s centenarian rate now sits at 80.58 per 100,000 people. Shimane Prefecture tops the list with 168.69 centenarians per 100,000 residents — the highest for the 13th consecutive year. Truly, these numbers do not merely teach where people are living longer life spans but also where communities and systems have adapted to support that in an ever-shifting world.

Diet, social connectivity, access to healthcare, and sense of purpose are categorically some of the factors that have been attributed to longevity in Japan. But these factors also influence consumption. Elderly individuals often value utility over novelty, simplicity over complexity, and familiarity over constant change.

This means they are ideal long-term brand loyalists — once trust is earned. Businesses that understand this stand to benefit from deeply engaged, repeat consumers.

How Ageing is Changing Consumption

In the branding world, age segmentation often lumps everyone above 65 into one box. That model is breaking. The behaviours, expectations, and spending patterns of a 100-year-old are markedly different from those of someone in their early 70s. More importantly, that 100-year-old customer exists in growing numbers.

The elderly in Japan are actively engaged consumers. They favour familiarity and function, yet not always at the cost of innovation. Products with clearer labelling, voice-enabled devices, and ergonomic packaging see benefits in adoption. These are not concessions – it is simply inclusive design benefitting a more expansive user base.

Brands like Aeon, Panasonic, and Fujitsu have already responded. Aeon introduced senior shopping hours and motorised shopping carts. Panasonic and Fujitsu have rolled out electronics tailored to older users, with simpler interfaces and better contrast displays. This is not targeting the fringes — this is mainstream brand behaviour, refined for an ageing demographic.

Beyond product, it extends into customer service. Having call centre staff trained to deal with older customers, offering printed instructions for devices, or ensuring that apps work well with screen readers are all features that build brand trust. These actions are not marginal upgrades — they’re part of the core experience.

Digital Adoption is Higher Than Assumed

There’s a tendency in global marketing teams to assume that centenarians or even octogenarians are offline. That’s not the case, especially in Japan. Many elderly consumers use smartphones, engage with messaging platforms like LINE, and access banking or shopping services online. In response, companies like SoftBank launched simplified tech plans and onboarding campaigns — not as charity, but to tap into a real user base.

One campaign, for example, gently addressed seniors who feared they were “graduating from the internet”. It led to a rise in new mobile plan signups. These are users who value simplicity, privacy, and continuity — traits that most consumers, regardless of age, identify with.

It also highlights how age-friendly digital design is a universal need. Many UI changes aimed at elderly users — like larger buttons, simplified navigation, or voice search — benefit all users. In this way, designing for centenarians doesn’t limit your product. It widens its reach.

What Global Brands Should Ask Themselves

From our editorial team’s conversations with marketing leads across Europe and Asia, one thing is clear — brands still frame ageing as a cost centre, not a growth segment. That approach is no longer viable. The question isn’t whether your brand should prepare for an older consumer. It’s whether you already have one and are failing to notice.

How many of your products are tested for ease of use by people over 80? Are your digital forms legible to those with declining vision? Does your service design anticipate slower movement or cognitive processing speeds? These aren’t “accessibility features”. They are business basics in a global market with rising longevity.

Signals from Beyond Japan

The UK, Germany, Italy, and South Korea are all seeing similar demographic patterns. By 2050, over 16% of the world’s population will be 65 or older. The highest growth is expected in East Asia and Europe, but the Middle East and parts of Latin America are not far behind.

In the UK, Office for National Statistics projections suggest the number of centenarians could rise to over 40,000 by 2050. In Germany, the figure is projected to reach 60,000. The direction is consistent. What we are seeing in Japan today is a blueprint for other nations tomorrow.

For London-based brands, this means your next big market may not be defined by age brackets or youth trends but by how comfortably a person aged 90 can navigate your customer journey.

Designing for a Longer Customer Lifetime

Loyalty programmes that span decades. Interfaces that adapt to slower tap speeds. Packaging that opens without strain. Support lines that understand age-related hearing differences.

These aren’t high-end features. They’re practical investments in real consumer needs. And they apply as much to insurance forms as they do to smart TVs.

Take banking, for example. In Japan, banks are increasingly training staff in how to recognise signs of cognitive decline — not to deny service, but to support and protect customers. In the UK, similar practices are being explored in financial services. These efforts represent a deeper shift: treating elderly consumers not as risks but as valued and supported clients.

The Bigger Picture

For decades, longevity was viewed as a statistical outlier. Japan’s latest data turns that narrative on its head. With nearly 100,000 citizens aged over 100, the future is not only older — it’s active, connected, and purchasing.

As editors, we see it as our responsibility to look past headlines and surface stats. This isn’t a “Japan-only” story. It’s a preview of what’s unfolding globally.

And it’s time for your brand to respond.