demographics
RIP Gen Z, Millennial, Boomer: Is it time for the marketing industry to ditch generational labels?
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?
Report: Gen X is largely ignored by brands despite being the most loyal consumer group
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.
Reframing how we talk about generations and youth culture
The use of generational labels makes less sense in the modern era.
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.
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.
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.
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