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 to most involved in marketing communications activity. Marketeers have recognised the potential for utilising a life stage model as a demographic segmentation tool. Variations of the model have been developed by researchers and marketeers over the past few decades. Changes in society have created fissures even within an evolved life stage model – in other words, there are now significant, distinct...

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