Why fmcg marketers need to wake up to older consumers

As the population ages, an industry of twenty and thirtysomething brand marketers must understand and respond to the needs of affluent, time-rich, brand-loyal, media-savvy and marketing-cynical fiftysomethings.

why fmcg marketers need to wake up to older consumers

Robert DiamondDiametric

Disruptive changes are the types of events that keep marketing directors awake at night. Interventions that change the rules of category competition and cannot be quickly replicated can deliver a damaging or even devastating blow to incumbent brands.

But few marketers have responded to what will be one of the greatest ever 'disruptive changes': the demographic 'explosion' under way across Europe. Populations are ageing, meaning that for the first time there are more over50s than teenagers.

Over50s are crucial for several reasons:

  • Over50s ...

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