Retirement Moratorium:
What Will the Not-Retired Boomers Change?
August 27, 2007
Nikkei Publishing


2007, the first year of the “Retirement Moratorium.”

Part I
What is the “Retirement Moratorium”?

Chapter 1: Emerging of the “Retirement Moratorium”
Chapter 2: Unseen changes are going on in the minds and brains of the Boomers.
Chapter 3: The “Retirement Moratorium” brings changes in the lifestyles.

Part II
The “Retirement Moratorium” and liberated consumption behaviors.

Chapter 4: Consumption based on the liberated free time.
Chapter 5: Consumption to search for oneself.
Chapter 6: Consumption as a single person.
Chapter 7: Consumption to achieve one’s personal mission.

Part III
A “post-retirement” lifestyle comes next to the Retirement Moratorium.

Chapter 8: A lifestyle of “work and play half and half.”
Chapter 9: The end of retirement communities.
Chapter 10: CollegeLinked, a new lifestyle based on the “intellectual connections.”
Chapter 11: What is the best way to predict the future?

Retirement Moratorium and the future of the Japanese aging society.

[Reviews by Media]

A recognized authority on the market for the active older adults presents new points of view about the retired Boomers’ consumption behaviors. The author sees the aging Japanese society will move from the “work and play half and half” lifestyle to the “intellectually connected” lifestyle. He suggests directions for the business of aging from now on with plenty of examples. This is a new approach to understand Japan’s “2007 problem” in a real sense.
--- August 27, 2007 The Nikkei newspaper

The leading speaker of the market for the active older adults presents his unique points about the consumption behaviors of the retired Boomers. The changes in their mind and brain are the key that motivate them to go for the consumptions to liberate themselves.
--- biznews

Japan’s 2007 problem had been a big issue on the assumption that the retirement of the Boomer’s generation would cause the shortage of workforce and the failure of succeeding their techniques to the younger generations. And now we are in 2007. Strange enough, nobody is talking about this problem.

Murata argues down that it was because the Boomers did not retire all together at once. Actually, he had been pointing this out in different media including his previous book. The fact is that more than half of the Boomers’ were employed again after their retirement. So what happened now? “Retirement Moratorium” is Murata’s answer. Various problems can happen when you are employed again by the company you just retired from. For example, you may have to work for your ex-subordinate.

However, Murata does not think that this situation will bring social problems. Instead, he predicts that the Boomers will create a new lifestyle called “Post-Retirement”. The Boomers would go through psychological changes. Men in their 60’s would pour in sports clubs. The Boomers would spend money on time consuming products/services. They would spend money to express themselves. The Boomers’ changes that he sees are based on the real information he gathered. That is why he can describe the near future in detail.

If the Boomers change, the products and services for them should also change. Murata suggests new business trends, referring to the latest examples in the USA. He gives us plenty of ideas from different angles, such as “to make them storytellers instead of consumers” and “to make them planners instead of users.”

From this book we should understand a big change in our aging society and take a look at a new horizon called the post-retirement. I recommend all generations to read this book, both for their personal and business interests.
--- Webook of the Day

Hiroyuki Murata, who wrote one of our popular columns “Insurance Business and Gerontology”, published his unique marketing theory for the Boomers. More and more of those who retired at 60 are getting employed again. However, their wages and positions are demoted drastically. Many of them are struggling to remain at their companies until the time that they can receive the full amount of their pensions, while facing a new kind of psychological difficulty to work with or under their juniors. This period of time, according to Murata, is called “Retirement Moratorium”.

The biggest characteristic of this book is his theory of Lifestyle Marketing. Based on the changes that are going on in the Boomers’ brains and minds, he suggests that they consume things/services for their liberated free time. He explains that this liberated lifestyle has several steps and that each person experiences these steps in his/her own speed and order. Thus the marketing for them should have some special means to deal with each person at different stages.

Murata’s theory is convincing, not only because he quotes many real examples in Japan and the USA, but also because he has his own business experiences in this market, such as a project of Japan’s first University-Linked Retirement Community.

He predicts that the Boomers will not live the traditional retirement life after experiencing the “Retirement Moratorium”, in which they learn a new liberated lifestyle. His point is understandable, considering the Boomers’ consumption behaviors, which is different from those of the traditional older adults. “Work and play half and half” lifestyles that he presents in this book sound like an ideal for many of the Boomers. “HOHO-His Office Her Office” and “Nano corps” are good examples, but he didn’t explain enough how we can realize this kind of lifestyle. Hopefully he will give us more information on this in his next book. This book is a MUST for those in the Insurance business, who are looking for some clue to forecast the market for the Boomers.
--- Insurance Daily News

Hiroyuki Murata, one of our regular writers, has put out his new book. He had been against the idea of “2007’s problem” since the time that it was a big issue in the media. He kept pointing out that many people do not realize the real problem lying in there. In this book he explains the real problem in details, including its meaning and his ideas for solutions. His comments are based on scientific data and theories.

Many of our readers are managers or CEO’s. Such people should consider how to re-employ their retired workers. The new legal changes oblige the corporations to implement one of the following systems. 1) Raise the retirement age to 65. 2) Re-employ retired workers. 3) Abolish the retirement age.

It seems so far that the second option is adopted most of all, even though this system needs to be applied carefully. This book gives us real examples of this system. A compulsory book for managers.
--- Management & Economic Insight / Senken Keizai

Nowadays many Boomers continue working even after their retirement. The author of the book defines this life stage as “Retirement Moratorium”. During this time, most of them work under their ex-subordinates for half their previous salary. The author denies the assumption that many of them would end up suffering depression from their stressful new environments.

Instead, he points out that a new liberated lifestyle will emerge. Business that offers products/services for this lifestyle will develop. For example, many Boomers will engage themselves in exercising at a sport club or trading stocks on the Internet, utilizing their newly acquired free time. This brings “consumptions in their liberated time”, which would be followed by “consumptions in search of themselves”. Then, another consuming behavior will occur, which is to realize their corporate mission of their previous career. The author encourages the Boomer generation that their disposable income will not decrease as much as they anticipate.
--- Business & Technology Daily News

Since the 2007 problem was a big subject in the media, the author of the book has predicted that 80% of the Boomers would not leave the workforce even after their retirement age. As a matter of fact, more than 70% of the retired are likely to be employed again and remain in the workforce. Now, what problems can happen in this situation?
--- The Diamond Weekly

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