Starbucks and "mature" consumers

Starbucks coffee shops were brimming with high-school kids or university students during the peak of the Starbucks craze in Japan during 2000. In 2005, things seem to have calmed down considerably and the majority of customers (especially in suburban stores) is in the age group between 40 and 60 - a nice example not only of the trend lifespan in Japan (not to mention the ageing society).

I am not sure whether Starbucks is happy with this situation, but other companies such as East Japan Railway have started to target this age group (referred to as "mature" consumers) with dedicated campaigns. With the freeter/NEET problem continuing and the affluent baby boomer generation reaching retirement age in the next few years, other companies are bound to follow suit and shift their focus away from the young and towards older customers.