Forget Millennials, target Perennials

Explains why, in this world of addressable media, brands would be wise to target people by their attitude and behaviours rather than their age, using fashion brand Gucci as an example.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

The twenty-first century has seen massive developments in the science of targeting, providing an array of new consumer insights and a wealth of marketing opportunities for brands. There is now a clear science behind this: why targeting is influenced by the latest thinking in behavioural economics; how targeting is dramatically improved though addressable media; and precisely what content we need to use when targeting in a democratised and fragmented media landscape.

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