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Marketing is overrun with stereotypes, hot takes and clichés. The buzz around Generation Z is a case in point. Assertions about who they are, how they feel and what they do are widespread – but they are not always backed up by the evidence. Yet it’s clear that using a generational lens can be a really effective way of understanding how and why societies and consumers change. Better analysis can help us separate the myths from the realities.
In the next episode of our KEYS webinar series, we’ll be sharing ideas, information and new findings to help us all build an understanding of different generations. This needs to be grounded in today’s context: consumers around the world are ageing fast - and 36 countries are losing population already.
On the agenda:
Generation myths and demographic realities: Much of what passes as startling new insights about generational change can be misleading or wrong. It’s critical to separate three effects that can explain changes among consumers: lifecycle effects, period effects and cohort affects. We present the headlines of a major new Ipsos report.
Beyond the stereotypes: When and where you were born matters. We should not assume that analysis based on our own country’s experience is portable and can explain what’s happening in other parts of the world. Our team has been uncovering the similarities and differences when it comes to the experiences of different geographies and generations.
Letting the data tell the story: What do we learn when we drill deeper into the data? We present findings of a new “myth-busting” investigation as we look at what the numbers tell us when it comes to political orientations, financial resources and environmental attitudes.
Unlocking the opportunities: Some countries have seen personal income among seniors double in recent years. Are we truly in tune with how to market to the over 50s? Do marketers need to re-think some widely-held assumptions – for example on how we innovate and how we communicate? We’ve been building a set of business questions to ask ourselves when we talk about generations.
Naumi Haque, Senior Vice President, MSU