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.
In the rush for generational appeal, brands shouldn't give up their unique identities.
Y&R has launched a psychographic segmentation tool in a bid to purge Chinese adland of what it calls outdated demographic targeting.
Food and clothing brands could face tough times ahead in Singapore. Shrinking household size has knock on effects for several brand sectors.
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