Brands need to ensure their designs are age-agnostic
Brands could be missing out on valuable sales by failing to attract consumers across multiple generations, so is taking an age-agnostic approach to product design the answer?
Don’t overlook the over 65s: The four groups of retirees that marketers need to understand
Jonathan BaconThe UK population is older and wealthier than it has ever been but in order to communicate with older consumers effectively marketers need to understand the diverging sets of retirees, new research finds.
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The five myths of marketing to mums
Mindi ChahalBrands are failing to connect with mothers as marketing communications see them as mums first rather than women with children, a tactic that does not resonate with them.
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How to find your ‘verbal identity’
Mindi ChahalAdding a distinct personality to verbal communication is a key differentiator for brands in a world increasingly saturated by visual messages.
Redefining purpose and P&G’s focus on product: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From unpicking what purpose means to P&G’s quest for “product superiority”, it’s been a busy week. Here is my take.
How the global ad industry is evolving to meet data privacy expectations
Marketing Week PartnerMarketing departments are acting now to meet growing privacy expectations, with a focus on internal organisational improvements.
Grub Club wins £1m media investment from Sky’s sustainability ad fund
Molly InnesThe dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
Is an inability to understand audiences holding back women’s sport?
Molly InnesBrands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.