The Brandfather

In the Brandfather with Jeremy Sampson, MD of Brand Finance Africa, Michael Avery and Jeremy are joined by renowned trend analyst and futurist by Dion Chang, to talk about the decade of the yold – the young old. Coined by The Economist, one of the most august publications in the world, as sprightly baby-boomers hit 65, for the first time, the world will have more people aged over 30 than under. What is the significance of this? Baby Boomers, those born between 1946-1964, have the greatest spending power of any generation. Yet they are frequently being overlooked by brands in favour of ‘millennials’ (born 1981 to 1996) and ‘gen Z’ (born mid-1990s to early 2000s). Advertisers and marketers ignore this demographic (when they have purchase power) in favour of a youth market (who have far less purchase power) at their peril.