demographics

Jan 22, 2021

Campaign Crash Course: Marketing for the silver generation

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.

Aug 19, 2020

Marketing's stupidest religion

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.

Oct 11, 2018

The age of ageing

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.

Sep 13, 2018

The millennialisation of design: why everything looks the same

In the rush for generational appeal, brands shouldn't give up their unique identities.

Oct 31, 2017

Y&R to brands: Stop obsessing over demographics

Y&R has launched a psychographic segmentation tool in a bid to purge Chinese adland of what it calls outdated demographic targeting.

Jun 2, 2015

SINGAPORE: Nielsen market analysis

Food and clothing brands could face tough times ahead in Singapore. Shrinking household size has knock on effects for several brand sectors.