Now, I’ve got nothing against Millennials. Two of my favourite people on the planet are part of this cohort (my daughters). But what really pisses me off is how the hysteria over Millennials causes otherwise smart marketers to ignore the demographic and economic realities. Older consumers, Baby Boomers and beyond, are an equally (if not […]
Switched-on Boomers are streaming, posting and multi-screening in growing numbers
Research from Nielsen Australia reveals that Baby Boomers (defined as consumers aged between 55 and 74) are 16% more likely to feel financially secure than the average Australian. They are 43% more likely to spend on extras, and are reluctant savers. Time and money With more financial freedom and the time to enjoy it, Baby […]
Wine experts worry about their dependence on older consumers
For years, baby boomers have been driving most of the wine-sales growth in the US. That means, 60 percent of the legal-drinking-age growth comes from older consumers that will soon be in the 70+ category, which could slow growth. Wine experts are concerned because the industry has been riding on the “wine is good for […]
Aussie boomers are boozers
Two-thirds of Baby Boomers in Australia say they have consumed an alcoholic beverage in the past month, compared to just over half of Millennials (aged 18-34) and 64% of Gen X (aged 35-54). So when it comes to alcoholic beverages, Baby Boomers (aged 55+) are a segment not to be ignored. Nielsen reports that Baby Boomers […]
Struggling to find the word to define older people
Apparently, Japan’s 60-somethings don’t like to be called ‘seniors’ yet in other parts of the world, this is the best of a bad bunch of classifiers. According to a study by a research arm of advertising agency Hakuhodo, nearly 90% of respondents in that age bracket — which includes the baby boomers who took part in […]
Ageless marketing is one answer to generational gaps in quality of life.
If living standards of younger generations’ are under threat as reports suggest, companies should adopt ageless marketing practices. According to a Ipsos Global Trends Survey 2017, covering almost 19,000 adults aged 16+ in 22 countries, suggests that roughly an equal number of people believe that today’s youth will have a better (39%) or worse (40%) life […]
If brand loyalty is dead, why the obsession with Millennials?
Consumers are more brand-promiscuous than ever before. In fact, according to research conducted by Accenture, 77 percent of all consumers admitted they now retract their loyalty more quickly than they did three years ago.
Breaking down the stereotypes of older workers
We are at war. A war against ageism and stereotypes. Older consumers, workers and citizens, need to join the fight to stop being pigeon-holed by out-dated stereotypes. I recently wrote about ageism in the marketing/advertising industry but here are some compelling myth-busters from the Wall Street Journal about the wider labour force (USA). Myth 1: I’m […]
75% of older consumers of luxury brands are ready for omnichannel interactions. Surprised?
Luxury brands lag other consumer sectors when it comes to understanding and applying digital technologies, according to a “Digital or Die” report from BCG; and the speed of technology development is endangering their current business models. Importantly, the report cautions that younger consumers are by no means the only ones pulling luxury brands toward digital. Fully […]
Mindless Millennial segmentation also applies to Boomers
There seems to be a growing chorus of voices and opinions supporting our contention that demographic segmentation – and the focus on Millennials – is outdated and dangerous for marketers.