Why marketers need to stop pushing age stereotypes
A new study shows millennials and older people share many of the same characteristics, as it warns brands to stop peddling age stereotypes in their advertising.
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Behaviour versus demographics: Why the term ‘millennial’ is useless
Jonathan BaconMarketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
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Good old-fashioned advertising creates loyal customers
Steve HemsleySecond guessing what people want from advertising can be dangerous and brands need to go back to basics when considering the most effective routes to boosting loyalty and sales.
Why bringing back old characters such as Captain Birdseye could alienate millennials
Thomas HobbsWith Captain Birdseye returning to British TV screens today (8 April) as part of Birds Eye new £8m campaign, both brands and experts have warned that the risk can sometimes outweigh the rewards when it comes to bringing back an iconic advertising character.
Futurist Tracey Follows on the tech that will impact marketing in the ‘postnormal’ era
Marketing Week ReportersFrom the digital after-life to the growth of synthetic media, futurist Tracey Follows sets out the key trends that will shape the marketing industry over the next five years.
Brands rally behind mentoring initiative to serve marketing’s ‘lost generation’
Charlotte RogersThe School of Marketing is launching Mentoring Gen Z, which aims to connect young people with marketing leaders from brands including Boots and Direct Line in a bid to avert the “ticking timebomb” of youth unemployment.
Marketoonist on culture of new ideas
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
What skills will marketers need to face the post-pandemic world?
Megan TatumFrom nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.