Not another Gen Z brief: Exploring the Older Adult Opportunity in Asia
19 May @ 9:00 am - 10:00 am
Developed Asian markets share a defining reality: rapidly ageing societies. Yet most brands persist in chasing youth, overlooking those with longer lives, deeper pockets, and rising cultural influence.
To shed light on this huge opportunity, join fellow ICG members Drago Djourov and Scott Percival to hear key insights from their proprietary research — “The New Contract”.
Their qual-quant study focused on the experiences of 50+ adults in Singapore and Japan through the lens of retirement. They’re also building on the learnings via a series of expert interviews from across Asia on their podcast – Potluck.
This session will unpack the key dimensions that define the older adult experience in Asia — and reveal how brands can authentically engage this audience. With implications for any ageing market – and a challenge to help your clients see what they’ve been missing.
Scott Percival
Scott is the founder of Lore Consulting, based in Singapore. Lore focuses on learning what brands must know about people, cultures and categories to help drive decisions, inspire ideas and be part of the story. We work with selected local partners and associate researchers across Asia to deliver qualitative projects – with specialisms in brand, communications and UX research.
Drago Djourov
Drago left post-Communist Bulgaria to go to university in post-bubble Japan, make a stop in post-reunification HK, and then start an insights agency in post-LKY Singapore. Now, with a network of partners, he conducts research across Asia for London-based MNCs, Chinese startups or New York ad agencies. Most of his work is in travel, tourism and hospitality, but has experience across categories.
Potluck
Born in 2019, Potluck is the podcast that stirs up a unique flavour of people, culture and brands in Asia. As co-hosts, Drago and Scott speak with guests from across the brand, marketing and academic spheres. In 2025, we’ve rebooted the show – using it as extension of our thought leadership collaboration, beginning with The New Contract.
