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 Cowan
The 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 on it.

Age: The pre-eminent tool for marketers and researchers alike

Age is the most commonly used variable in marketing, targeting and research. It's the first thing we turn to when developing a sample structure, when considering our targets, when writing media plans, etc.