The conventional wisdom about the "older" age groups, is that their brand preferences are more or less set in stone and there is less urgency about influencing them, than about going after the younger age groups whose choices are still in flux. This accounts for the big disparity in the ...

How do Zoomers respond to advertising? What actions to do they take? Does it vary by where they saw/heard the ad? How does this compare with the behaviors of other age groups? Drawing on new information in Vividata Spring 2018, we take a close look...and discover some intriguing ...

In an earlier post, we commented on the "adulting" craze -- books and videos (and even a school) that train Millennials in the basic skills of acting like an adult. Skills which were "picked up" by previous generations as part of growing up, now apparently are still missing at a much older age, and ...

Books, videos and even a school teach Millennials how to do "adulting" It's true. Merriam-Webster has even announced it is monitoring the word "adulting" for possible inclusion in the next edition of their dictionary. Not that the definition is that tricky. To "adult" is to be able to do ...

Most marketers of travel destinations and related services acknowledge the critical importance of the "older" market. But it never hurts to make the picture more crystal clear -- especially when there is an avalanche of statistics to prove it. According to Vividata (Q3 2017), a total of 10.8 ...

With today’s dizzying rate of technological advance, it’s easy to let yourself believe that the “older” market aren’t keeping up. Nothing could be further from the truth, and we can prove it. Start by recognizing that three different age cohorts are represented in the Zoomer (45-plus) ...

Here’s a marketing no-brainer: would anyone run a serious national ad campaign and leave out Ontario? Yet that’s precisely what happens when you don’t target Zoomers, Canada’s 45-plus population. We like to call them Zoomer Nation, because they’re certainly numerous enough. In fact, ...

It’s not exactly news that buying a house is increasingly unaffordable, especially in the major markets like Toronto and Vancouver. The same applies across the USA, where the financial struggles of the Millennials are compounded by massive debt from student loans, and where the inability to swing ...