The promiscuity of mature consumers

A personal account by someone born in the early 1940s, challenging the myths and stereotypes held about older people by those (mostly in their 30s) who make marketing decisions.

The promiscuity of mature consumers

Reg Starkey, founder of Cohort, sets out a subjective view of the development influences on the grey consumer

Reg Starkey

I am not a planner or a researcher, and I have no intention of trying to write like one.What I hope to contribute is a linear perspective on a period of intense change. While the core values of human nature are immutable, attitudes and behaviour change in ways that become obvious only over time. The Cohort Theory suggests that shared life experiences, during youth in particular, shape attitudes that stay with you throughout your life....

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