Is the demographic dead?

Jacobs, Richard; Whittaker, Jeni

Practice paper

Is the demographic dead?

Richard Jacobs and Jeni Whittaker

Journal of Brand Strategy, 1 (4), 349-360 (2012)

https://doi.org/10.69554/BHEU3525

Abstract

This paper investigates why all marketers should be actively targeting older consumers, and what makes these consumers so fascinating as individuals. If age is less relevant in society now and older people behave more like the young, how relevant are traditional demographics today?

Keywords: age; demographics; divorce; targeting; older; consumers; profit

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Citation

Jacobs, Richard and Whittaker, Jeni (2012, December 1). Is the demographic dead?. In the Journal of Brand Strategy, Volume 1, Issue 4. https://doi.org/10.69554/BHEU3525.