Abstract:

The consequence of changes in the fabric of UK society (the breakdown of traditional family structures, smaller households, the ageing population) is that traditional models of lifestages are becoming outdated and in need of revision. A new approach focussing more on new, emergent lifestages and lifecourses may now be more appropriate and offer greater insight for marketeers. If marketeers do not take into account and importantly understand the implications of these changes they will then not have affinity with consumers' individual needs. This paper presents case studies to illustrate these issues and their implications for business.