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 insig

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands