Consumer attitudes: Attitudes to age, lifestage

 

This presentation discusses the increasing "family focus" of Generation X in the US, as members have children of their own. The savvy, diverse and entrepreneurial generation will bring a sense of "fun

This presentation discusses the habits of "Echo Boomers" - defined as those born between 1979 and 1991. The generation can be characterised by their autonomy and liking for authenticity, enabled by th

This US report is a part of Yankelovich's "10 Things" series, which leverages the insights provided by the Yankelovich MONITOR study. It identifies opportunities to market to Baby Boomer wom ...

This report is part of Yankelovich's "10 Things" report series, which leverages the insights provided by the Yankelovich MONITOR®. It identifies new opportunities for marketing to Baby ...

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This paper explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for ...

This US report focuses on a subset of the Matures - those 65 to 84 - because they offer overlooked opportunities for marketers. Hard work and self-sacrifice became the watchwords for the people in th

This 2007 paper from Yankelovich Think Tank examines the state of marriage in the USA. Married households now compose less than half of U.S. households and many factors play a role in the drop in marr

This 2007 report is based on the Yankelovich MONITOR, providing insights on US Baby Boomer Women. They are shown to have personal focus and relish novel experiences, which they can have more off with

In this paper, TGI analyse how concerned consumers in 11 national markets are with looking young. There is considerable variation between parts of the world, with Italians and Brazilians attaching the ...

The latest Common Good research programme focuses on helping government departments communicate more effectively with older people. Over 65s are a growing demographic within the UK and the rest of Eur ...

This 2006 report leverages the insights provided by the Yankelovich MONITOR, identifying the new opportunities to market to Baby Boomers by connecting with their new attitudes and evolving marketplace

Brent Green, founder of Brent Green & Associates, describes a 'generational' marketing campaign aimed at leading edge baby boomers ( roughly those born between 1946 and 1955) to recruit members for th ...

Describes how the charity Age Concern worked with its subsidiary, Age Concern Research Services, to explore and map the self-image, prejudices and concerns of different age-groups within the populatio ...

Many marketers use “life stages” such as pre-family, family, empty nester and the retired to define consumers but this paper argues that these categories no longer reflect UK society. Using case studi ...

Consumers don’t always understand financial products and they don’t trust financial service providers. Meanwhile, financial marketers find it increasingly difficult to create propositions that can mea ...

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead us to hypothesize that preference for a product should depend on the age a consumer had when th ...

The aim of this paper is to question the segmentation of target groups, seeing that the demographic development in Europe has profoundly altered within the past years as well as the “traditional C.V.” ...

Discusses how Deutsch Inc. recommends marketing to the 50-60 age group. Research shows that they enjoy their work and find it fulfilling, so present this aspect positively and don't denigrate it in yo ...

Senior citizens have the time to enjoy life, but the way they do that and their needs and desires differ per individual. Senior citizens cannot be seen, nor handled, as a single homogeneous group. The ...

Kreitzman describes how older people increasingly have wealth that needs to be managed. The over fifties have around 70% of all savings and represent the market for inheritance products and services, ...

This talk from the Marketing Society's recent 'Grey is the new black' evening is the definitive guide to how to communicate with the 'under-80s' - a misnamed, misunderstood, mislaid group of people.

The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021. Older people offer new market opportunities, and companies that choose ...

The author examines the populations of European countries and explains that while they are, overall, static the proportion of older people is increasing while the proportion of younger people is decre ...

Reg Starkey uses an analogy of the safe driving campaign and its eventual acceptance after many years with the problems now being faced by the acceptance of the Grey Market. He suggests that althoug ...

Ann Edwards outlines her work among the over 50s and emphasises the fact that this is by no means a homogenous group as it covers people with widely different ages and behaviour and with considerably ...

According to Melanie Haslam the over 50s are neglected in spite of holding 80% of the nation's wealth. She explains that mass old age is a new phenomenon and challenges the advertising community to t ...

This paper describes a customer analysis model which the authors call Multi Dimensional Marketing and takes the study of attitude and behaviour differences of different generations to a more precise l ...

A multi-national qualitative study was undertaken, with group discussions in six European countries and in Australia, to explore the changed and changing role of women. The paper explores the historic ...

This article reports on a study that examined whether American advertisers have used negative stereotyping of the elderly, which critics claim contributes to a climate of ageism. Results of the study ...

Discusses results of a survey into the attitudes of the `grey generation' (`empty nesters'). This generation is fulfilled, active and enjoying itself. However, it has not (yet) converged with younger ...