A new buzzword has recently descended upon the marketing world – “Perennials“. Not another one of those, you groan. But what’s making marketers sit up and lean forward is that this is a clear departure from the industry’s obsession with segmenting consumers by generations (Millennials, anyone?). This new term challenges the very idea of defining and understanding consumers by their age.
‘Perennials are ever-blooming, relevant people of all ages who know what’s happening in the world, stay current with technology and have friends of all ages.’ says Gina Pell, an American entrepreneur who coined the term. Neglecting these individuals means you are losing out on reaching an evergreen group of consumers who will always be relevant to the current trends.
The fashion industry has seen a shift whereby it is no longer a strange sight to see women in their 40s and 50s who dress like their younger counterparts. In other words, women in their 40s and 50s today are vastly different from their mothers at the same age.
Fashion has thus become “ageless” where it is less likely that older women are criticised for not dressing “age-appropriately”. Part of this shift is because women are taking care of themselves and keeping fit and healthy such that they do not “look their age”. With market research firms declaring health foods to continue as one of the biggest trends in 2017 and Global Wellness Institute revealing that the worldwide wellness economy is now worth US$3.7 trillion, up 11% from 2013, there is no stopping this global movement.
What does this mean to marketers who are so used to defining their target consumers by age?
Psychographics, not Demographics
Simply put, they should be looking at interest groups instead of age groups when crafting a marketing campaign. By doing so, they would be reaching a highly relevant group that is interested in the product or service instead of a group of young women with vastly different interests.
At SPH Magazines, this is how we segment our readers across our stable of 80 magazine brands. Our Women’s Network, made up of 13 leading women’s lifestyle titles in Singapore, allows marketers to reach four different segments of female consumers: Luxe Mavens, Career-Focused Women, Girl-about-Town, and Family-Focused Women.
SPH Magazines Women’s Network Audience Segments
The Luxe Mavens earn at least $6000 in personal monthly income and are interested in financial investments, travel multiple times a year and place a high importance in keeping fit. The Girls-About-Town are mostly single, pursue challenges, and are addicted to their gadgets. The Career-Focused Women see themselves as successful in life, are interested in financial investments and are also addicted to their gadgets. The Family-Focused Women spend a lot of time with their families and are generous with them, prefer a regulated life, and look for value-for-money in their purchases.
Are they the consumer segments your brand is trying to engage? Check out our Women’s Network sales package below or contact our sales team for more information.
About Hafizah Hazahal :
Hafizah is a petite girl with a knack for storing junk information and accumulating different experiences. She lives by the YOLO motto. You’ll find her wherever there is music and coffee.
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