Buzzfeed: Brands need to rethink millennials and life-stage marketing

Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to Buzzfeed and Publicis research.

Brands marketing to “adults” need to rethink their strategy, according to Buzzfeed’s Edwin Wong.

Speaking at the Mumbrella360 conference in Sydney, the VP of Research and Insights revealed that it’s not just millennials grappling with whether they have reached ‘adulthood’. People over the age of 35 are also unsure.

In a research study conducted in partnership with creative agency Publicis, BuzzFeed found that 74% of 18-to-24-year-olds define themselves as ‘kidults’ – half adult, half kid. A further 64% of people aged 25-to-34 and 58% of people over the age of 35 agreed with the sentiment.

“Adulthood is no longer black...

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