Leading think tank The Pew Research Center has announced it will stop using generational terms like 'Gen Z' to describe different cohorts of society, but should marketers follow?
TOP OF THE CHARTS: A new report by Wavemaker finds that by overlooking Gen X (people aged 45-60) brands are missing out on a multi-trillion-dollar market.
The use of generational labels makes less sense in the modern era.
Despite its market influence, the silver generation continues to be overlooked by many brands fixated on a younger image. But in this lesson, you'll hear about brand-positive approaches to engaging seniors.
THE AD CONTRARIAN: Every 20 years or so the research industry has to come up with new fresh and mysterious "generational" horseshit to sell to marketing dimwits.
With boardrooms the world over depending on Asia’s ‘young’, vibrant economies to enhance their bottom lines, it's sobering to realise that one in four people in the region will be 60 years old or older by 2050.
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