MARKETERS CAN NO LONGER RELY ON THE TRADITIONAL STAGES OF LIFE. It was Shakespeare who wrote about the ‘Seven Ages of Man’ – the helpless infant, the whining schoolboy, the emotional lover, the devoted solder, the wise judge, the clueless old man and the corpse. I would argue that in so far as this has […]

MARKETERS CAN NO LONGER RELY ON THE TRADITIONAL STAGES OF LIFE. It was Shakespeare who wrote about the ‘Seven Ages of Man’ – the helpless infant, the whining schoolboy, the emotional lover, the devoted solder, the wise judge, the clueless old man and the corpse. I would argue that in so far as this has relevance to marketing in 2015, Shakespeare had it half right. His focus on the emotional aspects of human beings is as relevant today as it was in the early 1600s.  On the other hand the reference to age is far less relevant in 2015 than it has ever been before. When I first started working with home builders there were frequent conversations about – ‘first home buyers’ (an important market) with one prominent Victoria home builder telling me that a ‘first home buyer’ was – aged in his or her early 20s and recently married…