Active Ageing of German Immigrants in Finland: From Challenges to Product and Service Innovations
Loos, Chiara Alexandra (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120824525
https://urn.fi/URN:NBN:fi:amk-2021120824525
Tiivistelmä
As people around the world are able to live longer lives, populations worldwide age rapidly. A trend that confronts especially the Finnish market and society with various challenges such as financial uncertainty and health care difficulties. This thesis identifies business opportunities by turning existing challenges into ideas for product and service innovations that support the concept of active ageing. Active ageing aims to improve health, participation, and security for and by people as they age.
Finland is already one of the oldest countries, with 21.9% of its population being over the age of 65. Soon the baby boomer generation, one of the biggest generations in most countries, will retire, which accelerates this demographic change, and creates a new customer group with special needs. The silver market for people over the age of 50 will grow significantly in coming decades. New products and services focusing on older people are therefore urgently needed.
Since entrepreneurs have made a remarkable contribution to the success of the Finnish economy and because entrepreneurship is closely connected to change, spotting opportunities, and developing innovative businesses, they should take a key role in facing the challenges of the ageing Finnish population.
The Finnish population consists not only of Finns but of an increasing number of nationalities. In fact, Finland requires immigrants to sustain its ageing population. The process of ageing is highly impacted by culture and can be vastly different for immigrants than for Finns. To integrate immigrants more and to use their full potential as customers, their special needs have to be understood throughout the life cycle.
This thesis used qualitative research to understand the challenges older Germans are facing in Finland. Online ethnography in two Facebook groups and five in-depth interviews helped to identify business opportunities for the Finnish silver market that support the active ageing of older Germans. The first part of innovation management, theoretical conception, is concluded within this thesis. One idea is presented in greater detail with the help of a Value Proposition Canvas to give an example how the ideas can be developed further.
The thesis proves that the Finnish silver market offers many unexploited business opportunities. Therefore, the findings are especially relevant for nascent entrepreneurs and companies who want to develop new products or adapt existing offerings to the demographic change. Researchers and students from different areas can use this thesis to get a better understanding of the correlation between active ageing, immigration and the development of businesses.
Finland is already one of the oldest countries, with 21.9% of its population being over the age of 65. Soon the baby boomer generation, one of the biggest generations in most countries, will retire, which accelerates this demographic change, and creates a new customer group with special needs. The silver market for people over the age of 50 will grow significantly in coming decades. New products and services focusing on older people are therefore urgently needed.
Since entrepreneurs have made a remarkable contribution to the success of the Finnish economy and because entrepreneurship is closely connected to change, spotting opportunities, and developing innovative businesses, they should take a key role in facing the challenges of the ageing Finnish population.
The Finnish population consists not only of Finns but of an increasing number of nationalities. In fact, Finland requires immigrants to sustain its ageing population. The process of ageing is highly impacted by culture and can be vastly different for immigrants than for Finns. To integrate immigrants more and to use their full potential as customers, their special needs have to be understood throughout the life cycle.
This thesis used qualitative research to understand the challenges older Germans are facing in Finland. Online ethnography in two Facebook groups and five in-depth interviews helped to identify business opportunities for the Finnish silver market that support the active ageing of older Germans. The first part of innovation management, theoretical conception, is concluded within this thesis. One idea is presented in greater detail with the help of a Value Proposition Canvas to give an example how the ideas can be developed further.
The thesis proves that the Finnish silver market offers many unexploited business opportunities. Therefore, the findings are especially relevant for nascent entrepreneurs and companies who want to develop new products or adapt existing offerings to the demographic change. Researchers and students from different areas can use this thesis to get a better understanding of the correlation between active ageing, immigration and the development of businesses.