Why ageing is the new cool

Your report on empty nesters (MW last week) asks how must brands target people who ‘live for today’.

Growing older is getting cooler and brands need to be braver in throwing down a more provocative approach. A focus on values rather than age will engage their innate sense of agelessness. Let’s start treating them like the individuals they are and challenge them, not tell them what they don’t want to hear.

Scott Wilkinson
Planning partner, Bordello

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