This ESRC report gives a brilliant overview of life in the UK for the different generations. It is free to download, but be warned, it will take a bit of digesting.
I was interested in understanding more about marketing’s most sought after group of consumers, the 30 year olds. What do we know about them? Do they warrant so much marketing attention?
The research compares the attitudes and actions of a group of people who turned 30 as the new millennium dawned compared with another cohort born 12 years earlier.
Rather than make this a very long post I have summarised the main findings for download.
I am afraid that it makes very depressing reading. It paints a picture of a highly fragmented group of people (by their educational and life expectations), who are not very happy, prone to unstable relationships and under financial pressure (mainly because of the cost of property).
Next time somebody goes on about wanting to target the 30-somethings give them these findings to read! Dick Stroud: www.20plus30.com
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