The end of lifestage marketing?
Lena RolandWarc
Marketers have a stereotypical view of consumers over 55 years of age, a view that is often unrepresentative and patronising. That was the overriding message presented at Life Less Linear, an event organised by RAPP, the UK full-service agency, and held in central London in July 2014.
"Lifestages are changing," said Paul Philips, head of media strategy at RAPP, "and having a pre-packaged set of expectations and behaviours is provocative". While age is a useful indicator of lifestyles, preferences and choices, it is not the only measure and marketers...