Delayed Adulthood

What is “Delayed Adulthood?”

Over the last few decades, there has been a trend, exacerbated by the COVID-19 pandemic, of adults holding off on achieving key life milestones like moving away from home, getting married or having children. At the same time, older consumers are also living very different lives than adults 50+ of previous generations. In fact, they are delaying their own milestones, such as retiring or downsizing their homes.

How does this impact marketers?

Assumptions on what people are in market for based on their age are no longer true.

This has significant implications for marketers who are targeting their campaigns on traditional age demographics (e.g. A18-34, A18-49, A25-54) since what consumers buy is not dictated by age. As purchases are more dictated by lifestage and behaviors, it underscores the importance of considering a more modern, audience-first targeting approach.

With this piece, you'll learn more about the implications and how you can position your brand for success:

• The reasons why people are delaying adulthood
• The revenue opportunity with adults over 50
• The importance of a more modern audience-first targeting approach - one that focuses on life stage, characteristics and habits.

Learn more in the report's accompanying webinar: