Why can't you act your age

Nick Cole

Nick Cole argues that, on the whole, age is not a primary discriminator. He presents data showing that the 50 to 65 age group spend more, especially on discretionary items and they have a higher percentage of wealth and savings.

Why Can't You Act Your Age?

Nick ColeThe Oxford Partnership

Numbers that have been rigorously analysed and exploited should be the cornerstone of all marketing activity. However, because we inhabit a world that is not black and white but contains a myriad of colours and hues, good marketing relies as much on a creative understanding of attitude and behaviour as it does on data and statistical models. However, central to all we do is the belief that men generally behave differently from women, that a 20-year-old has different needs and expectations from a 50-year-old and that someone in social...

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