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The Future of Marketing Is Intergenerational

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Policymakers, employers, and marketers traditionally have concentrated their attention on people in their 20s, 30s, and early 40s. After all, these have been the largest age groups, the biggest spenders, the trend-setters, and — so we thought — the embodiment of the future of consumption. Nowadays, older Americans are playing an increasingly important role in consumer markets. In 2021, there were slightly more Americans above the age of 60 than between ages 20 and 34, and the after-tax income of Americans above the age of 60 was only about 20% lower than the income of Americans below that age. A linear projection of these trends indicates that in no more than five or six years Americans above the age of 60 will become a larger consumer group in terms of income than the 20-to-34-year-olds. This means that in order for companies and brands to remain competitive, they must stop considering older consumers as an afterthought. However, marketing teams should resist the temptation to merely

Sales and marketing The Future of Marketing Is Intergenerational by Mauro F. Guillén February 16, 2024 HBR Staff; Mike Harrington/Getty Images; Unsplash Post Post Share Save Get PDF Buy Copies Print Summary . Demographics suggest that Americans over the age of 60 will soon become a larger consumer group in terms of income than 20-to-34-year-olds, yet companies still position their brands as if the bulk ... more Leer en español Ler em português Post Post Share Save Get PDF Buy Copies Print Policymakers, employers, and marketers traditionally have concentrated their attention on people in their

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