Redefining ad strategies: Why brands must shift focus to mature consumers

Mature consumers, whose share is increasing, make for better investment, says study by Boston Consulting Group


Debarghya Sanyal New Delhi
In today’s advertisements, you often see attractive individuals portraying an idealised life, promoting products ranging from perfumes and cars to fast food and investments. India’s youthful demographic is a prime target for brands, who employ youth icons like Virat Kohli, Deepika Padukone and Ranveer Singh, shaping narratives around dressing, hairstyles and activities such as binge-watching, long drives and socialising with friends.

However, a recent study by the Boston Consulting Group (BCG) underscores the significance of mature consumers, aged 50 to 70, across 12 key markets, including India. They contribute a substantial 27 per cent of the annual $7 trillion spending across nine product categories, with their influence extending to younger age groups, making them an increasingly crucial demographic for brands

First Published: Sep 26 2023 | 12:56 PM IST

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