I get excited when I see major brands steering away from the out-dated concept of age-based market segmentation. Recent research in the UK conducted by Marketing Week, suggests that just 7% of marketers believe terms like Gen X, Gen Z and millennial are a very effective means of segmentation. In fact, 55% say such demographic […]
marketing
The problem with marketing today
This cartoon says it all. It’s just a pity that something this amusing can be so fundamentally, wrong.
Most older people feel they are stereotyped in advertising
With so much talk about diversity, and its bedfellow inclusiveness, older people are too often left out. According to this article in Marketing Week, based on research from UM, two-thirds (68%) of British people aged 65 and older believe ads often stereotype people their age. It’s amazing to me how we still need research to […]
5 emerging trends for healthy-ageing food products in Asia
A recent conference in Singapore discussed nutrition trends toward healthy-ageing. Called the Healthy Ageing APAC Summit, a speaker from Euromonitor explained 5 consumer trends shaping demand for new ‘healthy ageing’ products; Food for prevention Seeing food as a first line of preventative medicine. Becoming more nutritionally aware of the relationship between good food and good […]
Telcos need to stop patronising and start understanding their older customers
As with so many business categories, telcos seem youth-obsessed and are adopting an out-dated and sometimes ageist approach to their valuable and loyal, older customers. Telcos the world over are under threat so they should be doing all in their marketing power to hold on to their customers. Back in 2012, I wrote about Sprint’s Active […]
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 […]
Demographic marketing has become irrelevant in China; Research
Demographic marketing is dead. Long live psychographics! This has been a constant theme of my thinking for the past 5 years and it is now confirmed to be true even in the exploding market of China. Today Chinese people are far less siloed by age, cohort or region according to research conducted by advertising company […]
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 […]
Gillette tackles product design for the ageing consumer, actually for their caregivers
Gillette has designed a razor solely for assisted shaving. It’s called Treo. As caregivers are often adult children in their fifties and above, I wondered if this product was designed with the user and the receiver in mind? While there is a specific page dedicated to the Treo on the Gillette website, when I searched […]
Across Asia-Pacific the stereotypes of older consumers simply don’t apply anymore
Every day, week, month and year ‘new’ people are turning 50, 60 and 70 and in so doing, they change forever the outdated stereotypes often held by younger marketers. To remind the context, “the older consumer market is is the largest, fastest-growing (in some cases the only growing) segment of population in most developed markets of […]
