At supermarket and convenience store tills, young shoppers fumble with cash - until a white-haired saviour appears. "So simple!", Uncle Sim exclaims, showing them how to live the cashless, contactless life with Visa payWave.
The fictional star of a video ad series, Uncle Sim is nevertheless very real. With his technoliterate ways and strong purchasing power, he is the face of a new wave of Asia's elderly.
According to a recent study by the Asia Pacific Risk Center, Asia is ageing faster than any other region in the world, with another 200 million people passing the age of 65 in the next decade or so. By 2030, there will be some 511 million elderly people in this region.
This demographic wave brings exciting opportunities. With Asia's middle class having burgeoned over the decades, its ageing cohorts represent a massive market of affluent, savvy consumers with more leisure time and disposable income than ever before.
The 2015 Asia Pacific Silver Economy Business Opportunities Report projected that the Asia-Pacific's greying market will reach US$3.3 trillion in 2020. Paying more attention to this growing yet relatively neglected market segment could reap rich rewards for consumer businesses.