What is “grown-up”? Or, how youth has become a common property

The aim of this paper is to question the segmentation of target groups, seeing that the demographic development in Europe has profoundly altered within the past years as well as the “traditional C.V.” of the individual.

What Is “Grown-Up”?

Or, How Youth has Become a Common Property

Nora KrahlInternational Publicis Tool Context Analysis™, B R+D, Publicis • Sasserath, Germany.

Christiane WenhartB R+D and Associate Partner and Co-founder, Publicis • Sasserath Brand Consultancy, Germany.

Marc SasserathPublicis • Sasserath Brand Consultancy, Germany.

PREFACE

It's been for quite a while that in most European countries age pyramids, constantly getting more top heavy, don't deserve their name any longer. Of course, this statement will not leave people thunderstruck, as this development has been going on for years – a lower birth rate combined with an increased life...

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