Generation 50Minus

Lady Gaga is one. So are Barack Obama and David Cameron. And Wayne Rooney. Oh, and my ten-year-old son.

They are everywhere these days.

I'm talking about Generation 50Minus. You know, that consumer segment also known as First Agers, Immature Consumers, Junior Citizens and Bronze Agers? Only, of course, you should never directly refer to them as such in your marketing. For some reason, they don't like it.

Actually, they are a very interesting group for advertisers: when it comes to brands, they aren't interested in substance or quality, only in brands as superficial badges or cult objects to compensate for a not-yet-formed personality.

And they are pretty easy to market to as they have precious little knowledge, wisdom or life experience. Reliability and responsibility are foreign concepts to them.

Can we please stop this absurdity right now?