The incongruous aspect of Martino Flynn’s Mature Market Practice is that it singly focuses on multiple and, well, incongruous groups of audiences whose only common bond is “maturity.” Although it may be tempting to blend them for the sake of convenience, keeping the multiple audiences and sub-audiences clear is an imperative—and fascinating—task for marketers. To [...]
The study of consumer behavior attempts to understand when, where, how, and why people do or do not buy. It blends elements from psychology, sociology, social anthropology, and economics, and evaluates characteristics of individual consumers, such as demographics and behavioral variables, in an attempt to understand people’s needs, motivations, and desires. It also considers influences [...]
It’s fascinating—especially for marketers—to note how one generation’s traits can differ so dramatically from the next. Baby Boomers (those born between 1946 and 1964) are definitely in marketers’ spotlights these days. Often described as a boisterous, self-reliant, and rebellious generation, Boomers bear virtually zero resemblance to their parents or to their children when it comes [...]
As we’ve written before, to effectively communicate with older audiences, it’s important to set aside negative personal biases and preconceived notions about aging and older adults. And in this case we mean “negative” literally. You’re likely already aware that a consumer’s perceived age and his or her real age differ by at least ten years. [...]
I get a kick out of marketers who claim to understand Boomers. Don’t get me wrong, I believe many of them have a handle on some aspect of Boomer motivations and behaviors, but it would be impossible to fully understand this vast and dynamic group. Just because Boomers, by definition, were all born within an [...]
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