Be in the moment

Life-stage marketing does away with grouping consumers by age in favour of targeting commercial messages based on their various stages of life development and key events that trigger behavioral changes, regardless of age.

Be in the moment

John Wolfe

IF YOU KNOW someone who is 50 years old but acts (and dresses) as if they're 35, then you have some idea of what life-stage marketing is all about. Long-held conventions that grouped consumers by age have been abandoned in favor of newer marketing methods that address today's emerging lifestyles and social milestones. Instead of targeting women 18–24 or men 25–9, marketers are sending commercial messages to consumers based on their various stages of life development and key events that trigger behavioral changes.

The strategy is growing in popularity because marketers know that today's...

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