Full marks to Heineken who has decided that there might be some scope in getting a better understanding of the older market.


The company is using its Ideas Brewery innovation platform to source insights about the lifestyle preferences of the older generation.

The Dutch brewer is crowdsourcing observations from fans on the consumption occasions of older shoppers using its innovation platform the Ideas Brewery. 

A spokeswoman for Heineken, says: “We see in many parts of the world an ageing global population which is increasingly living longer. Traditionally, our focus has been on younger consumer groups – we see potential in embracing all age groups. 

We are now looking for insights that can help us develop propositions that are better tailored to the specific needs of the 60+ consumer. At a later phase we will match ideas with relevant brands.”

You can read the rest of the article in MarketingWeek or go direct to the Challenge web site. 

I have to say that it is tempting to put in my own entry.

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