From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

Unlock the full course today

Join today to access over 22,600 courses taught by industry experts or purchase this course individually.

Today's consumers don't distinguish between young vs. old

Today's consumers don't distinguish between young vs. old

From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

Start my 1-month free trial

Today's consumers don't distinguish between young vs. old

“

- [Narrator] 60 is the new 40. You're only as old as you feel. We live in a youth-oriented society that is reinventing the concept of aging. This means that many of us who are getting on in years still have a much younger attitude than our parents did at the same age. It may be time to ditch that familiar distinction of young versus old. While age remains a valid demographic dimension that still is useful to sell some products and services, like, say, 55 and over retirement communities, it doesn't always coincide with how people think about themselves. Marketers rely heavily on broad age categories such as gen X, gen Y, and gen Z as they devise new products and messaging campaigns. But when elementary school children wear fashions that imitate what their Barbie dolls are wearing while octogenarians run marathons, it might be time to reconsider whether these longstanding categories are still very useful. Indeed, research…

Contents