Dancing 'til we drop: Global ageing but not as we know it - the development and application of a universal age construct

This paper sets out the case for using "perceived age" for segmentation, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.

Dancing 'til we drop: Global ageing but not as we know it - the development and application of a universal age construct

Lisa Edgar, David Bunker and Kevin CowanThe Big Window Consulting and BBC World Service

Context: Paying 'careful' attention to age

The global population is ageing, changing the structure of the consumer pool that marketers, brands and organisations aim to target. These changes mean we need to more fully understand the issue of age, not just in terms of the nature of older consumers, but those of all ages – our continued success depends...

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