One Size Doesn't Fit All
Anne EdwardsTarget Direct
It is an inescapable fact of life we're all getting older but how useful is age as a definer of consumer groups? Age no longer significantly defines expectations, ambition, beliefs or behaviour as it has done historically, so it is becoming less successful as a segmentation tool for defining consumer groups. There is much talk about the ageing profile of the population, and the 'grey market' has become a convenient industry term to distinguish the 50+ audience. We tend to forget that this audience spans at least...