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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
