Target Group Marketing Reimagined

The age pyramid has reversed and the 50+ age group is shaping society. They still have the purchasing power and life ahead of them and are more agile than ever. The artificially defined ‘advertising-relevant target group of 14-49-year-olds’ has had its day, and companies are losing money by focussing on younger target groups. That's why it's more than time to break out of the age mold. How should we think about target groups today? How do you appeal to young people? How sensible is it to differentiate marketing and media more and more? And shouldn't we actually think more about which media and which messages we use to reach young and old?