Subject Index
 

Using a range of data, Charles Dawson ponders the growing trend for offspring to stay in the parental home when they are over 20, and the counter-tendency of the increasing number of young single-pers ...

14% of all single-person householders in the UK are aged 30-40. Joel Conway, an associate director at RDSi, looks at the values, lifestyles and desires of this growing target group. He describes two t ...

Brent Green, founder of Brent Green & Associates, considers the marketing opportunities provided in the USA by the 76 million baby boomers, born from 1946-66 and who start hitting 60 this year. He pr ...

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

Today’s 18-35 year olds face a bleak financial future. Housing costs and student loans mean that they are not investing in pensions. In 2003, 13% of men under 35, dropped out of pension schemes. While ...

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 ...

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 population aged 50 years and older is poised to explode around the globe, because people born after World War II, the Baby Boomers, are moving into this age cohort and will reinvent aging. Boomers ...

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 ...