Quentin Boyes - 55-Plus Is Not a Customer: Marketing to Longer Lives
In this episode of 4-Quarter Lives, Avivah Wittenberg-Cox talks with Quentin Boyes, founder of Humbug, about the assumptions that sit behind the advertising older people see — and the customers businesses miss. Quentin has spent more than 35 years in brand and customer strategy. His current work, initially developed in partnership with Brunel University and supported by Innovate UK, demonstrates how brands can understand the mature consumer, known as the “Baby Boomer”,with greater precision using a set of new segmentation and mapping tools
Quentin’s objection to “55-plus” is straightforward…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.