This article is a bit of jumble because it tries to cover too many topics. It contains a few points worth considering. You can read it on this site but you might need to register.
These are the points I found interesting.
This comment comes from a woman in her late forties, with young children: "There isn't always a set time to do things in our lives. I may have more in common with a 29-year-old who has young children than with a 45-year-old woman with kids in college.” Does this herald the end of the relationship between life events and age?
“My psychographic is more important than my demographic.” Does this mean that a person’s basic demographics (age, income, education and all those things that used to define them) are becoming unimportant? We want to know is: What marketing want to know are the emotional factors and needs that drive their life?
Everyone's 35. The proposition that someone in their 30s resonates for all age groups, and that it why it is used so much in adverts. Does a radiant looking 35 year old represent somebody that a younger person wants to become and a 55 year wishes they still were?
Singletons, young marrieds, empty-nesters, divorcees ‘of a certain age’ and grandparents used to be discrete groups, each with its own style. Today, children raised by "cool" parents don't mind dressing like them and aren't horrified if their elders appropriate styles probably meant for them. Does this mean the demarcations between the ages are diminishing? The president of Yankelovich Partners said: "People of different ages are increasingly likely to be sharing more of the same tastes. There's more cultural crossover among age groups, but also among racial and ethnic groups as well. The outright cultural rejection by the younger generation is not as pronounced as it was when baby boomers were the same age."
Food for thought. Dick Stroud www.20plus30.com
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