TOKYO, Sept. 5, 2017 /PRNewswire/ -- While the explosive growth
in data might be tempting marketers to increasingly rely on age-based demographic segmentation and targeting, a new global study
released today by McCann Worldgroup finds that age-based assumptions about people's attitudes and behavior are becoming
increasingly elusive. In fact, these traditional suppositions themselves are aging out in their relevance throughout all regions
of the world.
Even the subject of "aging" itself, traditionally viewed as a conversational topic primarily relevant to the 65+ audience, is
one where age-based assumptions don't hold. As uncovered and detailed in McCann Worldgroup's new "Truth About Age" study,
people across the age spectrum are not adhering to the expectations traditionally associated with their life stage. In fact,
two-thirds of people in their 70s believe "you're never too old to casually date" while it's young people in their 20s who fear
death the most.
These findings—which emphasize the importance in brand marketing of understanding people fully as human individuals rather
than as predictable members of a demographic category—were among many in a new worldwide study conducted by McCann Truth Central,
McCann Worldgroup's global intelligence unit. The large-scale "Truth About Age" study surveyed nearly 24,000 people, aged 20
through 70, across 28 markets*, supplemented by qualitative research in 36 markets* around the globe.
"We're at a pivotal moment in human history, where traditional age norms are being challenged across every age group and
marketers must respond to this new reality," said Suzanne Powers, Global Chief Strategy Officer,
McCann Worldgroup. "It's time to rethink the playbook with regards to the way brands approach age
across the spectrum – not just when it comes to marketing to 'seniors' – so they can play a more meaningful role in people's
lives at every life stage."
"We found that age is becoming a less useful predictor of behaviors and attitudes," said Nadia
Tuma-Weldon, Senior Vice President, Director, McCann Truth Central, and an author of the study. "Brands need to go beyond
the 'number' to ensure they are connecting with people of all age groups."
To help guide marketers as they rethink age-led demographics, McCann is introducing a new Age Marketing Playbook based on the
following four principles:
1) Start young: Surprisingly, the study found that people who most feared death were in their 20s, and people who
worried least about aging were in their 70s. Smart brands will find ways of reframing the age conversation much earlier.
2) Celebrate the gains: In the second half of life, much of the aging narrative is oriented around loss, yet our data
suggests there is much to gain and celebrate. Brands have the opportunity to rewrite the narrative by developing new language and
imagery to connect not just with the aging population but, with people of all age groups.
3) Go beyond the number: Age is becoming a less useful predictor of behaviors and attitudes so the traditional approach
to targeting and segmentation must be reimagined. Brands need to interrogate their own consumer segmentations in new ways to
ensure that they are consistently going beyond the 'number'.
4) Promote intergenerational connections: Overall, there is one consistent theme that transcends markets when it comes
to aging well; spending time with people of different ages. The data shows that the old consistently misunderstand the young and
vice versa. There is a rich opportunity for brands to drive a dialogue between the generations and co-create an age-positive
future.
About Truth About Age*
McCann Truth Central's "Truth About Age" global research study surveyed 28 quantitative markets with nearly 24,000
respondents globally (Canada, US, Mexico, Puerto Rico, Colombia, Brazil,
Chile, Sweden, Norway, UK,
France, Spain, Finland,
Denmark, Hungary, Germany,
Turkey, Lebanon, South Africa,
India, Malaysia, Singapore,
South Korea, China, Japan,
Philippines, Australia, Portugal) and 36 qualitative markets (Canada, US, Honduras, Nicaragua, Colombia,
Chile, Brazil, Uruguay,
Argentina, Sweden, Denmark,
UK, Germany, France, Spain,
Italy, Cyprus, Latvia,
Czech Republic, Hungary, Serbia, Bulgaria, Nigeria, South Africa,
Russia, South Korea, China,
Thailand, Malaysia, Singapore,
Japan, Hong Kong, Philippines,
Australia, Portugal, Mexico).
About McCann Truth Central
McCann Truth Central is McCann Worldgroup's global intelligence unit, with representation in more than 100 countries
around the world. Truth Central's mission is to create original research that unearths the macro level truths driving people's
attitudes and behaviors about life, brands and marketing. For more about Truth Central or to access previous Truth Studies,
visit: http://www.mccannworldgroup.com/about/truth
About McCann Worldgroup
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing services
company with 24,000 employees in more than 100 countries, comprising McCann (advertising), MRM//McCann (digital
marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications),
CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand
(consulting/design), ChaseDesign (shopper marketing) and PMK-BNC.
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SOURCE McCann Worldgroup