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The Changing Demographics: The Focus on the Mature Market

Tushar Sogani, Anukriti Singh*, Shreasy Soni and Vaishnavi Yerte

CHRIST (Deemed to be University), Bannerghatta Campus, Bangalore, Karnataka, INDIA.


Brands in order to attract the younger audience, neglect the older age group. This research paper talks about the same from various aspects and also expresses views against the assumptions that these marketers have created for this segment. This paper emphasizes the importance of understanding this segment and how they can be useful in creating a wider consumer base. The fast-growing trend of age- neutrality is further discussed

Keywords :brand promiscuity, charmed generation, generation broke, brand theory, segmentation, age-neutral creative.