Summary
This paper analyses the state of midlife women, aged 45-64 years old, around the world. The proportion of midlife women is highest in mature markets but by total numbers, most live in China and India. While there are increasing proportions of women in paid employment, they still do not earn pay equal to men and many value time as much as work. The presentation also includes charts that cover midlife women's desire to try new products and services, political representation and celebrity influences.

Summary
This article looks at the recent development of mid-life crises among Indian men. It covers the changes in Indian society that have led to men in their forties feeling a lack of satisfaction in their lives, primarily through increased wealth, time and a stronger sense of individuality. The article suggests ways that brands can help men negotiate this time of life, including alleviating boredom with tailored holiday packages and creating apparel ranges that appeal specifically to this group. Employers are advised to pay particular attention to this group to prevent unhappiness in the workplace, leading to the loss of experienced and key personnel.

Summary
This article advises Indian marketers to reach out to seniors, who are relatively ignored in favour of the highly contested youth market. In India, there are approximately 9.2 million affluent seniors, made more wealthy than in the past through increases in pensions, smaller family sizes leading to reduced responsibilities and a commitment to frugality throughout life. Seniors have also shifted their thinking to live increasingly for themselves and experience greater health than in the past, making them more open to new experiences. Brands can meet seniors' needs by focusing on reputation, quality, value for money and respect. Suggestions for relevant products and services include specially designed holiday packages, laptops that are lighter and preloaded with suitable software, restaurants that cater to specific dietary requirements and services that aid seniors with chores.

Summary
This paper argues that India is an untapped market for the creation of innovative, belief-based brands and that researchers are well-placed to help Indian marketers see these opportunities. Areas of particular growth potential are discussed, including targeting older consumers with disposable income and middle-aged men who are the first of their generation in India to be experiencing mid-life crises. It also identifies respect as a value that brands can pander to in a nation where individualism is growing. Market research agencies can assist marketers in developing these opportunities by providing knowledge management and segmentation data, as well as insights into demographic shifts and product consumption.

Summary
This article puts forward three essential principles that need to be considered when practising community marketing. Research has shown that community-oriented marketing can be a powerful tool for branding relevant products and building relationships with community members. Using the action sports communities of inline skating, BMX and snowboarding as examples, the piece explains how some brands, such as Salomon and Monster and Red Bull energy drinks, have built highly successful community links where others have failed using a traditional marketing approach.

Summary
In this article, David Haroldsen, creative director of Intel's Creators Project, talks about how the company managed to engage with an influential audience of young artists through a tie-up with Vice Media. Based on the insight that its technology was increasingly relied upon by this creative class, Intel was able to both change perceptions of its brand and yield useful ideas about the next generation of computing tools.

Summary
There are 192.9 million students in higher education worldwide, which represents a 26% growth from 2007 to 2012. This has been driven by a competitive labour market and high youth unemployment, and seen particularly in China, India and the US, and other developing markets. Non-essential categories that students typically spend money in are fashion, going out, mobile downloads and travel. They are technologically savvy and carry out a wide range of activities via the web and smartphones. When it comes to food, they are likely to eat meals later and snack more frequently, regularly order takeaway food, be vegetarian or meat-avoiders and pay more for organic, fair trade or locally sourced products. Opportunities for marketers are highlighted.

Summary
Younger generations of Indians are leaving behind the value systems of their parents, a shift which has implications for brands and marketers, particularly in a nation where almost two thirds of the 1.2bn-strong population are under the age of 35. Two particular groups are identified in this article: the ‘Fizzled Rebels’ in their 30s who grew up within strict parameters set by parents anxious to see them succeed in middle-class professions; and Generation Head-on, who were born in the era after economic liberalisation and come without the same set of parental expectations. The changes in attitudes are visible in different aspects of popular culture – gritty, realist films rather than fantasy escapism, and a more benign view of sport where defeat of a team or athlete is no longer a defeat of the nation. These are factors that global retailers, seeking to take advantage of recent liberalisation reforms, will need to consider in their merchandising and communications.

Summary
This summary from the Advertising Research Foundation looks at the Baby Boomer demographic group - those born between 1946 and 1964. It is estimated that making up 44% of the US adult population, the Baby Boomer spending power in the US is over $2 trillion and it now spends more money on technology than any other demographic. Boomers' increasing presence of free time is driving their heavy media consumption and are now the second heaviest users of the internet, with strong presence on social media.

Summary
This US report by Nielsen explores the Mass Affluent consumer segment (representing 11% of all US households), which consists of seven distinct groups, each with its own lifestyles, media patterns and preferences. With sophisticated and selective media consumption, the Mass Affluent is one of the most difficult segments to reach and even harder to sell to. Such preferences should be considered by financial services and retail companies in their marketing plan. The report suggests marketers will need to use strategic marketing solutions to find and win over these under-the-radar wealthy households.