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.
Pricing strategy and building to an IPO: 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 P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
Brands’ hiring intentions remain ‘strong’ but begin to soften
Michaela JeffersonWhile more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Volvo on using its ‘creative superpowers’ to attract next generation drivers
Matthew ValentineTargeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Confidence takes a knock as consumers brace for cost of living squeeze
Lucy TesserasRising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.