P&G and its agencies have announced aging is the next frontier they’ll be tackling with an advertising overhaul.

Why does this fill me with dread?

• Because I’m pretty sure I won’t like, or identify with, any aspect of their segmentation. From what I’ve read, the segments sound super hokey.
• Perhaps even more importantly, how many of us are even still influenced by advertising? Or discover brands through TV or print advertising?
• I shop a lot (mostly online) but can’t remember the last time I bought something specifically because of an ad.
• On top of that, while I buy a few things related to ageing (e.g. arthritis medication), the vast MAJORITY of what I buy has zero to do with age. I’m buying things for function, convenience, tastiness, style, fun and sometimes for indulgence.
• I believe we’ve all become much savvier and informed as consumers and advertising is just one of many sources of information. And, because I am cynical by nature, advertising is also the information source I trust the least.

Read on below for the top 5 things that impact my purchase behavior as well as info I discovered on the McCann/P&G aging segmentation.

 

The top 5 things/situations impacting my purchase behavior:

 

#1:  Good prior experience (often thru trial and error) which results in brand loyalty and repurchase

• e.g. Lavazza Espresso, Cafe Bustelo (Brad’s favorite) Vans sneakers, Woolite Dark Laundry Detergent, Advil Liqui-Gels, Warby Parker glasses, COS (almost my entire wardrobe), Sensodyne toothpaste, my gym membership
• About 30-40% of my shopping is for repeat-purchase items

 

 

 

#2:  Good Reviews + Good Prices

• This is for items I need but for which I don’t have strong brand loyalty
• e.g. laundry detergent, paper towels, garbage bags (all items I select based on a mix of price, good reviews and popularity/ top sellers)

 

#3:  Recommendations from people I trust

• e.g. Matrix Biolage Advanced KeratinDose Shampoo (my hairdresser), CosaminDS Joint Health Supplement (my doctor), SodaStream (everyone!), Venmo (all my younger friends), wine – one thing I have become way less frugal about (blame it on Luciana Ramsey!)
• UPDATE:  PepsiCo buying SodaStream for $3.2 billion – brilliant move!!!

 

#4:  Random Discoveries

• Whether out on the street, at a friend’s house, in a store, at my co-working space
• e.g. Vetements horoscope raincoat (saw a guy wearing on the street/went home/tracked down/ordered online). Also, Greecologies yogurt – closest thing I got to the “freshly-made” yogurt that I discovered and became obsessed by in Scandinavia.

 

#5:  Social Media/Blogs/Google Maps Explore/ Instagram (closest I get to advertising)

• Most effective for restaurants, entertainment, travel, hotels, events.
• Currently following about 50 Instagram accounts/hashtags in preparation for my upcoming cross-country adventure (see LA and Chi examples below).
• I add new places to my itinerary based on these Instagram discoveries.
• I recognize many of these sources may be paid influencers (although I pride myself on having a good nose for things that are real vs. hype….but can never be 100% certain)

 

 

P&G/McCann’s Age Philosophy/Segmentation:

 

Ageless Adventurers (19% of the global population)

• define aging as a journey of limitless opportunities and personal growth.

Communal Caretakers (20%)

•  believe aging is a time of engaging with community and enriching personal relationships.

Actualizing Adults (17%)

• view aging as a process of maturity and acquisition of adult responsibilities.

Future Fearers (20%)

•  see aging as a time of anxiety and uncertainty due to risks associated with old age.

Youth Chasers (24%)

•  see aging as a decline and loss of their youth and vitality.

 

Bottom Line.

My big problem with the above segmentation is that it only defines me through the prism of age.

Of course, age is important, but am I buying my SodaStream or my yogurt or my Vetements raincoat or my Sensodyne toothpaste based on my age? Absolutely not.

The more I ponder this question, the more I see an ageless future.

What I mean by that is just as we are no longer allowing ourselves to be defined by antiquated norms around gender, race, ethnicity, sexuality, politics, the same will start to apply to age.

In a contemporary society, “segmenting” people or allowing ourselves to be “segmented” is passe. And those that still insist on doing it, will be seen as outdated, shortsighted, insular.

If you want to be forward-looking, go “ageless”.