The coming of age for multigenerational marketing.

Mastering how to market to audiences across different generational demographics is an age-old problem for brands. Many opt to segment audiences based on age and craft brand messaging and advertising accordingly.

But as the world becomes more multigenerational through shared interests, nostalgia and escapism trends, is marketing solely based on age demographics getting a bit long in the tooth?

What's going on?

According to WGSN’s recent report , ageist stereotypes have had their day. A whopping 88% of those aged 55?and older across the UK are unhappy about how they're portrayed in ads . And brands would be wise not to ignore such an influential group with considerable financial power.

Youth culture is evolving into a flat-age future as senior members of society embrace frivolity. In recent years, social media has seen the rise of senior stars like @baddiewinkle and @grandma_droniak, whilst celebrities over 60 (such as Jenifer Coolidge ) have received their flowers in the second life of their careers. There’s a nostalgic appreciation coming from younger generations helping to drive this, but it’s not just cult fandom closing the generational gap.

Our hobbies and interests overlap significantly across generations. Younger people are embracing quiet mode by putting down their phones in favour of interests traditionally associated with OAPs like knitting and gardening. These ‘old’ forms of leisure resonate with Gen Z and millennials seeking solace from overstimulation and escapism from today's anxieties. Meanwhile, older audiences aren’t showing any signs of slowing down. Saga Holidays' recent TV ad helps to bust ageist myths and demonstrates how the over-50s are far more adventurous than many would assume.

We’re also witnessing the emergence of a new kind of consumer that changes the perception of adulthood. ‘Kidults’ are adults who shop like kids to ease the stresses of adult life. During the Covid-19 pandemic, US toy sales spiked by 37% . This peak in interest was put down to weary parents buying toys as a distraction for their kids, but new data has revealed that adults were buying these toys for themselves. From ages 19 to 99, kidults are reframing our approach to grown-up life.

Ageing is changing and many are focused on pursuing experiences that make a positive impact on their lives. We’re breaking down the barriers of traditionally ‘old’ or ‘young’ experiences to welcome a new approach to demographics where lifestyles are ageless. Multigenerational strategies create a shared future that brings generations together and makes everyone feel seen and heard.

What's going on in brand?

Adults Welcome

Lego is a brand that crosses generations. To acknowledge its wide fanbase and promote the benefits of play at any age, the brand launched the 'Find Your Flow' campaign in late 2023, which focused on improving mental health through sound.

Ageless Style

Via a series of print ads and commercials, Lacoste demonstrates how its clothes will make you look cool, whatever age you are. The campaign features unusual pairings of people , who have met by chance yet find themselves in the same outfits.

A Taste of the 90s

McDonald's partnered with New York native Kerwin Frost - an entertainer and street-style influencer to create the latest adult Happy Meal. Frost’s box included a Big Mac Adult Meal or a 10-piece McNugget Meal with fries, a drink and brand-new McNugget Buddies inspired by the 1990s .

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