One of the biggest drivers of behavioural changes is a new life event. Historically, brands have targeted young people because the majority of life’s most defining moments took place before the age of 35.
Targeting by age is still the accepted practice across many advertising categories. However, the fundamental shifts in media consumption and trading, combined with the fact that people are living longer and experience more and different life changes, targeting by a traditional demographic approach is no longer effective when the goal is serving relevant advertising and personalisation of experiences at scale.
Zenith advocates rethinking targeting to take a ‘perennial’ approach – a term first coined by marketing guru Gina Pell – shifting focus from a consumer’s age in favour of mindset, behavioural change and disposable income.
This thought leadership piece discusses the elements of this new world of mass personalisation, including behavioural targeting, the new life stages, disposable income, and attitude and mindset.
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Recently, marketing guru Gina Pell coined the term Perennials, “because age ain’t nothin’ but a number”. Her argument is that the days of targeting media...
One of the biggest drivers of behavioural change is a new life event. Previously most defining changes happened before the age of 35. Now, we...
High disposable income made young baby boomers very attractive to marketers. Today, many young people are struggling to find work and future spending power is shifting...
Historically, young people were the disruptors, the trend setters. But today’s young people are more like conformists trying to beat the system. Marketers need to rethink...
So rather than talk of millennials or Gen Z, we should think about how to leverage digital transformation to maximise the growth of brands based on...
