Point of View: Hook 'em while they're young

In this point of view, Byron Sharp questions why marketers continue to pursue the youth market when the ageing of the population has been well publicised.

Point of View: Hook 'em while they're young

Byron SharpEhrenberg-Bass Institute

In January's Admap, Stan Sthanunathan wrote a really interesting article ('Empathise with the over 40s') which contained the extraordinary fact that between now and 2020, the global teen population will increase by a mere 1% but the 40-plus age group will increase by 23%.

Yet marketers love the youth market. The well publicised 'ageing of the population' has done little, it seems, to change marketers' behaviour. Advertisers still strive to keep established brands young and fashionable. And in spite of a lack of evidence of any...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands