Branding and Ageing Consumers: Breaking the Stereotype

Citation

Wilson-Nash C (2025) Branding and Ageing Consumers: Breaking the Stereotype. In: Zarantonello L & Andreini D (eds.) The Sage Handbook of Brand Management. London: Sage. https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-brand-management/book289737#description

Abstract
First paragraph: Segmenting consumers by age is a long-standing tradition in marketing. It dates to the early 20th century when businesses began recognising that consumers’ needs and values varied significantly across life stages. In the 1920s and 1930s, brands used age groups to target products like baby formula or retirement savings, reflecting the distinct needs of younger and older demographics. For example, in 1928, Gerber launched baby food and targeted parents of infants and young children. The brand's advertisements used the iconic “Gerber Baby” to emphasise the nutritional value of the baby food and consequently appeal to families with young children. Ovaltine used a similar approach and promoted itself as a healthy drink to support children’s growth and development. Similarly, Coca-Cola realised that it appealed to young adults and teens and started promoting the drink as a modern and youthful lifestyle choice. At the other end of the age spectrum, brands like Metropolitan Life Insurance targeted older consumers with retirement and end-of-life planning products. Their campaigns focused on the financial security of ageing individuals and their families.