Today I got thinking about how we’re living in an ageing population, coupled with people living longer, we’ve got a whopping senior demographic. One day I might be sitting there with my mother and we’re both pensioners, both technically in the same demographic group! Madness! Surely the folk down at Mosaic really need to think this through, I mean that’s a pretty long lifestage, shouldn’t it be segmented?
Attitudinally, I am sure me and my mother will be very different, as we now are because we’re from different generations. Targeting brands to such a wide audience that is made up of the technologically mobile / silver surfers, to older, more laid-back retirees clearly is tricky because there’s such a margin of error. We may doubt how much the older generation may be receptive to messaging, but as they are becoming increasingly mobile and adopting technologies, they’re infact just as ripe for targeting as younger audiences. So, it really is an increasingly viable market, one which is growing and lacking in segmentation. Just a random thought.