Findings: Brands are increasingly moving away from age-based segmentation, focusing instead on creating products and experiences that resonate across generations. This shift acknowledges that consumer interests and behaviors are less predictable by age alone.
Key Takeaway: Brands are embracing a more nuanced approach by engaging consumers based on interests rather than age, creating inclusive experiences that appeal to “kidults” and senior gamers alike.
Trend: The blurring of generational boundaries in consumer behavior, with brands adopting cross-generational marketing strategies that defy traditional age stereotypes.
Consumer Motivation: Consumers are driven by shared interests, nostalgia, and the desire to embrace their genuine preferences without being limited by age expectations.
What is Driving Trend: Changing societal attitudes around age and growing acceptance of diverse lifestyles at all stages of life.
Target Demographic: Cross-generational consumers, including “kidults” and senior gamers, who engage with brands and experiences regardless of traditional age expectations.
Description of Products or Services: Products and campaigns designed for cross-generational appeal, such as toys for adults, gaming content for older gamers, and nostalgic snacks marketed playfully to adults.
Consumer Age Range: All ages, with particular emphasis on adults and older consumers who enjoy products typically associated with younger age groups.
Conclusions: Brands that adopt inclusive, interest-based marketing approaches are likely to build stronger connections across generations and tap into emerging consumer segments.
Implications for Brands: To remain relevant, brands should design products and campaigns that speak to shared interests and avoid restrictive, age-based stereotypes in their marketing.
Implications for Society: This trend reflects a broader acceptance of age diversity and challenges societal norms regarding age-appropriate behavior.
Implications for Consumers: Consumers benefit from the freedom to enjoy products and experiences that align with their interests, regardless of age.
Implications for the Future: As generational boundaries in consumer behavior continue to blur, interest-based marketing will become a norm, encouraging brands to engage diverse age groups.
Consumer Trend: Interest-based, cross-generational engagement in product development and marketing.
Consumer Sub Trend: Nostalgic and play-oriented products designed to appeal to adult consumers.
Big Social Trend: Breaking down age stereotypes in consumer behavior and marketing.
Local Trend: U.S. and European markets leading in cross-generational marketing, with brands adapting products to appeal to interests rather than age.
Worldwide Social Trend: Global acceptance of age-diverse consumer behaviors and shared interests.
Name of Big Trend Implied: “Cross-Generational Marketing.”
Name of Big Social Trend Implied: “Age-Inclusive Consumer Culture.”
Social Drive: A collective desire to embrace genuine interests and hobbies without being limited by age stereotypes.
Learnings for Companies in 2025: Brands should prioritize inclusive, interest-based marketing strategies that celebrate diverse consumer interests across age groups.
Strategy Recommendations for Companies in 2025:
Develop products that appeal to a broad age range, focusing on interests rather than age.
Use humor and nostalgia in marketing to connect with consumers across generations.
Leverage influencers from diverse age groups to promote inclusivity and broaden appeal.
Final Sentence (Key Concept): "In 2025, brands should prioritize interest-based marketing that transcends generational divides, fostering inclusivity and appealing to genuine consumer interests across all age groups."
What Brands & Companies Should Do in 2025: Brands should adopt interest-driven, cross-generational marketing strategies, tapping into shared hobbies and nostalgic themes to create products that resonate broadly. Engaging diverse age groups authentically can help brands build connections across generational lines and expand market appeal.
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