Kantar proposes to review this approach to advertising, as it leads to stereotypes and preconceived ideas that do not reflect the real diversity of people.
Kantar points out that when it comes to targeting millennial, turkey number data boomer or Z audiences, it is best to focus on the life stage they are in. This strategy is up to four times more effective, as noted in the Beyond Age report by TGI from Kantar, the global marketing data and analytics company.
Of the 22 life events in adults into which the company divides their lives, two thirds occur between the ages of 25 and 54, but this covers too many ages separated into at least three different generations.
The report highlights that age-based approaches are no longer sufficient to understand their behaviour, since if we divide adult life into life events, most of them occur between the ages of 25 and 54 .
As the company notes, age used to be the most common differentiator when it came to creating and understanding a target audience, but today, companies' knowledge of consumers is greater, which calls into question whether age is truly the most important differentiator . The Beyond Age report points out how marketers can develop rich audiences and create more successful campaigns.