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...