Due to the recent decrease in birthrate, numerous businesses in Japan have shifted their consumer focus on the elderly. Even exhibitions which used to simply display products for infants have changed their exhibition name to include products targeting the elderly. Manufactures are no longer able to survive depending just on the baby products market. Such companies include for example, those that have used technology they used to manufacture caster wheels and handles for baby carriages for products for the elderly.

Some businesses that have always only targeted their services towards infants, have had to expand further and completely renew facilities and services to include adults. Photo studios are one example, which are hoping that young families will continue to come back for other photo opportunities as their children grow older. Businesses such as these are planning recovering by taking advantage of the positive impact the decrease in birthrate has had on the market, which is the large investments parents are willing to make for each child.