Going beyond age-bracket segmentation

It doesn't matter how old you are, a crowded tube sucks.

It's very easy to buy into stereotypes in our line of work. In fact they can be really useful, necessary even, in order to narrow down audiences (if you advertise to everyone, you better have something bloody brilliant to say… like have someone skydive from the edge of space!).

This article makes the case that segmenting people by age is perhaps not as accurate, nor useful as grouping people's needs, desires and emotions. As Rachel Hatton points out, an experience that’s simple, easy, friction-free and enjoyable will work for everyone. Focus on what they want first, before their age.

Read what Brand Republic has to say