STRICT DEMOGRAPHIC TARGETING HAS
TRADITIONALLY BEEN A CORNERSTONE OF
MARKETING - BUT RELYING TOO HEAVILY ON IT
HAS SOMETIMES LED TO GROUPS BEING LUMPED
TOGETHER IN A WAY THAT HAS LED TO UNJUSTIFIED,
AND UNDESERVED, STEREOTYPING.
The over-50s are a prime example of this.
By treating them as one large aggregate set, many brands have failed to recognise that this diverse, experienced and sophisticated group has many different values, interests and lifestyles - all of which directly influence their buying habits. Put simply, there is no one-size-fits-all solution to mature marketing. Instead, it is complicated, ever-evolving and too complex to second-guess. But what is certain is that, as experienced, discriminating and demanding consumers, the over-50s openly reject crude attempts to be pigeonholed and categorised solely by age.
Hence, the potential for brands willing to look beyond factors such as age and take a holistic approach to cross-platform engagement is enormous. Let’s not forget that this group accounts for over a third of the UK population and with a high proportion of the country’s disposable income, they are likely to be the saviours of the UK retail economy. So, against this background, Accord’s latest white paper focuses on the ‘baby boomer’ generation. Produced in partnership with Silver Travel Advisor, it explores their path to purchase - awareness, consideration, conversion and evaluation - and the drivers, motivators and inhibitors affecting their decisions.accordmarketing.com
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