Why the days of consumer segmentation by age are numbered

Implicit ageism leads to stereotyping that sidelines a US$3.3 trillion market; while an age-inclusive approach is a win-win for both brands and consumers.

Implicit ageism leads to stereotyping that sidelines a US$3.3 trillion market; while an age-inclusive approach is a win-win for both brands and consumers.

At first glance, one could be forgiven for thinking that the aim of an Expedia video spot by Hong Kong Secret Tour, shown above, is to attract greying consumers to the travel-booking site. But this is only half true. The senior cast members are also supposed to show that the Expedia site is so easy to navigate that even grannies can use it to book their holidays.

Advertising is an industry that fetishises youth,...

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