The document discusses marketing strategies for the "silver-haired" or senior consumer segment in Asia. It finds that 77% of multinational companies surveyed in Asia do not currently have a marketing strategy targeted at consumers aged 50 and older, though 35% recognize a need for one in the next 3-5 years. Industries like healthcare are seen as benefiting most from growth in the silver market. The document provides case studies of companies employing successful silver marketing strategies in Asia and identifies issues companies face in developing such strategies.