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In part one and two of our look at why it’s worth your time to consider older Americans in your marketing efforts, we shared plenty of data showing their growing interest in beverage alcohol and the willingness to spend on it. So, why has this demographic been overlooked?
“People tend to develop habits when they’re young and by the time someone is 28, it’s assumed their habits are all established,” says Mike Kallenberger, president and founder of Tropos Brand Consulting who spent 30 years with marketing and insights teams at MillerCoors. “But there’s research that shows people are more receptive to changing little habits in their lives when some big change has been forced upon them.”
Typically that’s something like retirement or loss of a loved one. In today’s world, that also includes a global pandemic…
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Words by Bryan Roth