The difference 43 years makes

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by: Dick Stroud

When important changes occur very slowly they don’t seem so important. When you look at the changes over a period of time their enormity becomes clear.

The above image shows Europe’s population age profile in 1960 and 2003. The most stark difference is the decline in the numbers of the young. A trend that is set to continue.

How strange (what I really mean is imbecilic) that marketers are still obsessed with ‘youth’ as their numbers continue to decline.

Instead of reacting to this demographic change by re-calibrating their marketing spend to match the population’s age profile they spend even more to in a vain attempt to capture a declining market. Weird or what.

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