By Andrew Mulholland

Youth, rebellion and liberalism have traditionally gone hand in hand. Yet after completing a major new research study it is clear to us that age can no longer be taken as a short-cut to the attitudes, beliefs and motivations of any given age group. In fact, attitudes usually vary within the confines of a single demographic group more than they do across generations.

Marketers may well be forgiven for tiring of the cliché that 50% of advertising spend is wasted, you just don’t know which 50% that is. In fact, our ‘Generation Study’ showed that only 25% of consumers match a Read full story ›

Source: The Drum