boomers

Very often when you read research, purporting to show the difference in behaviour between generations, it is trite and pointless. Not so with this study by Nielsen about how New Zealand boomers and millennials consume alcohol.

I think the chart says it all

Certainly if you are a marketer in the alcoholic beverage business then these different behaviour have a lot of implications.

Making decisions, be they marketing or HR, on the basis of stereotypes of daft. No, it is idiotic.

As usual the Economist doesn't just regurgitate the usual boilerplate wisdom of ageing but comes up with something new.

The key argument is explained in this video.

This is a podcast of a presentation that I gave last week to the Financial Services Forum during a conference about marketing to Baby Boomers.

It was an excellent event and I enjoyed meeting a couple of new people with interests in the ageing consumer - Martin Clarkson, Director, Elderberry Associates and Tom Hind, Director of Creative Content, Getty Images

I recently had great fun presenting at an event organised by aging2.0 and held at the Google Campus in London.  Please have a look at the video and slides.