Ditch the Labels: Market to People, Not Generations

Ian Baer explains in Ad Age why brands should abandon outdated generational marketing tactics and focus on emotional, behavioral, and contextual data to connect with real people. Instead of lumping consumers into broad generational categories like Gen Z or Boomers, brands should use advanced insights to understand what truly drives decision-making. The article advocates for a shift from demographic assumptions to dynamic, signal-based marketing strategies that adapt to how people actually think, feel, and act—unlocking deeper relevance and better performance.

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