The changing life stages of consumers

Since Douglas Coupland's 1991 novel "Generation X", advertising became fixated on grouping consumers by the era they were born.

From "baby boomers" to Millennials and Gen Alpha, people's birth year has dominated their advertising experience and how marketers interact with them.

Introducing consumer life stages

More recently, the industry is discovering more accurate and relevant ways to understand consumers of different ages and engage with them more effectively. Instead of generational groups, they've identified key life stages that influence someone's interests and buying behaviour. In this article, we examine these stages and discover the value of life-stage segmentation over generational.

Do you want to learn more about your customers through life stages? We can help. Find out about our market research and media strategy services. Get in touch to find out more.

You can also listen to our podcast episode with Dave McCaughan on this topic.