Drivers of Change: New Lifestages and Lifecourses
Implications for Marketeers
Roger DonbavandUnited Kingdom.
TRADITIONAL LIFESTAGES ARE IN FLUX ... BUT WHO IS NOTICING?
The concept of life stages such as pre-family, family, empty nester and retired are familiar to most involved in marketing communications activity. Marketeers have recognised the potential for utilising a life stage model as a demographic segmentation tool. Variations of the model have been developed by researchers and marketeers over the past few decades. Changes in society have created fissures even within an evolved life stage model – in other words, there are now significant, distinct...