Older consumers can’t just be an afterthought for brands — but that doesn’t mean just shifting the focus from one generation to another.
Research has suggested that boundaries between generations are fuzzy, if not arbitrary. Plus there’s a bewildering degree of variability across individuals within the same generation. Instead, marketers should aim to emphasize common values across different age groups and build “post-generational” brands.Policymakers, employers, and marketers traditionally have concentrated their attention on people in their 20s, 30s, and early 40s.
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