Drivers of change: New lifestages and lifecourses. Implications for marketeers

Many marketers use “life stages” such as pre-family, family, empty nester and the retired to define consumers but this paper argues that these categories no longer reflect UK society.

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...