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Pekka Mattila

The Greying West How Do Demographics Change Businesses

Perspective Day December 7, 2011

Group Managing DirectorAdjunct Professor of PracticeAalto University Executive Education

Pekka Mattila

Agenda

• Senior society

• Affluent target markets

• Sources of new growth

• Emerging leadership challenges

7.12.2011

Pekka Mattila

Aalto UniversityExecutive Education

Senior Society

Pekka Mattila


Need for Service Design

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Need for Societal Design

Pekka Mattila


Shift of Power to The Retired

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Managing FairnessPerceptions

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Affluent Target Markets

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Purchasing-PoweredSeniors of The West

Pekka Mattila7.12.2011

Purchasing power of the retired

(Finnish Centre for Pensions)

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…And Aspiring Consumers of The East

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Sources of New Growth

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The World Needs More Food


In search of nutrition?

(Bryan 2010,McKinsey Quarterly)

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The World Needs More Luxury

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Luxury for China

7.12.2011

(Vinay & Dixit & Wu 2011)

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…And The Luxury Is Associated with Old, Continental and Even Degenerated

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Embracing Conseptual Age

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…Where Physical Strength is Undermined by Experience and Knowledge

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Geriatric Services

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…The Japan Is Following

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…And Even The China Eventually Will

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Emerging Leadership Challenges

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ReinventingManagement

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Motivating and EmpoweringThe Disillusioned

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Tapping intoDemocracy

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Empowering Generation X, Y and Z

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…While Keeping The Seniors on Board

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Managing theCreative Destruction

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Understanding The Target Markets

Pekka Mattila

The Greying West How Do Demographics Change Businesses

Perspective Day 7.12.2011Group Managing DirectorAdjunct Professor of PracticeAalto University Executive Education