Life stage is losing its meaning

Date of publication: March 30, 2003


This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research conducted in the United Kingdom and Germany in August 2002. Lever Fabergé first highlighted the changes talking place in July 2002 as they witnessed their brands undergoing unexpected changes in the eyes of consumers.With the support of the Personal Care team at Lever Fabergé; we set about taking a 'bird's eye view' of the market place. As the owners of a huge portfolio of brands covering a wide range of life-stages the Lever Fabergé team are acutely aware of the changes taking place in consumer attitudes at present and recognise the untapped opportunities that may exist.

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