The 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.
Brands 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.
Adding a distinct personality to verbal communication is a key differentiator for brands in a world increasingly saturated by visual messages.
As marketers work from home and strive to make sense of their marketing priorities, there is a case to be made for optimism, pragmatism and perspective.
An increasing number of marketers are pulling back from advertising around news related to the coronavirus outbreak, yet there is evidence to suggest they should in fact be seeking it out.
As the coronavirus crisis worsens, brands would do well to remember people just want access to the services they need and signs that brands are helping.
Her departure has prompted the airline to restructure its board so that marketing, customer, digital and insight will now report into EasyJet’s chief commercial officer.