Social events tap into the hobbies and interests of older demographics
Implications - As brands look to create lifelong consumers, many are pivoting part of their focus towards the interests of older demographics including Boomers and seniors. By uncovering the passions and priorities of these inherently social consumer segments, brands are able to foster environments that empower older consumers to be themselves and create communities around shared interests. This seemingly unlikely shift in focus denotes the importance of remaining relevant to consumers through different stages of their lives.
Workshop Question - How much will your current branding resonate with your consumer's next life stage?
Trend Themes
1. Life-stage Targeted Leisure - Brands are catering to the interests of baby boomers and seniors, looking to create lifelong consumers by creating environments that empower older consumers to be themselves and create communities around shared interests.
2. Culinary and Music Fusions - Festivals are increasingly incorporating culinary events and activities, appealing to festival-goers who are both food and music fans. This trend targets a more mature audience of festivalgoers and successfully fuses live performances with culinary and wine-themed events.
3. Empowering Older Women in Film - Events like the Women Over 50 Film Festival aim to empower older women in the film industry by recognizing and awarding their work, both on camera and behind the scenes.
Industry Implications
1. Event Marketing and Planning - Event marketers and planners should be aware of the potential opportunities presented by life-stage targeted leisure and how it can create lifelong consumers.
2. Food and Beverage - The trend of culinary events at music festivals presents opportunities for food and beverage companies to reach a wider audience and collaborate with festival organizers.
3. Media and Entertainment - Media and entertainment companies can learn from events like the Women Over 50 Film Festival and consider ways to empower and recognize underrepresented groups within the industry.
5 Featured, 37 Examples:
107,277 Total Clicks
Date Range:
Oct 17 — Oct 18
Trending:
Average
Consumer Insight Topics:
