The news rules of segmentation: Demographics in decline and rethinking tired stereotypes

Marketing Week Explores: Marketers are moving away from demographic segmentation in favour of behaviour, life stage and attitude, but many are still failing to effectively reach the over-50s market.

In the latest Marketing Week Explores podcast, features editor Lucy Tesseras and senior writer Charlotte Rogers discuss the shift away from demographics, as behaviour becomes the most popular form of segmentation for marketers.

From Hotel Chocolat’s nuanced approach, which avoids making assumptions based on purchase behaviour, to MoneySuperMarket’s hybrid method combining life stage, demographics, customer needs, attitudes and behaviour with 700 data points, the podcast looks at how brands are evolving their segmentation strategies.

READ MORE: Why behaviour beats demographics when it comes to segmentation

Marketing Week also discusses how brands are failing the over-50s market and what can be done to better understand this diverse, savvy and financial liberated consumer demographic.

Too many brands are guilty of treating anyone past the half-century mark in exactly the same way, no matter if they are an active 50-year-old with an who runs their own business, or an 85-year-old who is retired.

There are brands bucking the trend though.

READ MORE: Stop defining over-50s by age alone or risk long-term brand decay

Hide Comments1 Show Comment
  • Gareth Simpson 25 Apr 2019 at 8:05 am

    It might be a good start to stop defining 50+ as a “market”. It’s not even a relevant demographic segment ?

  • Post a comment

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here