Trends 2017 – Age Profiling

Gone are the days when you could predict and profile a consumer’s lifestyle and lifestage simply by age. Not only are people living longer, they are throwing away the rule book regarding traditional career paths, marriage, family-rearing, property ownership and travel.


In particular, with increasing life expectancy comes the opportunity for older people to be more adventurous and to persist with interests that previous generations might have left behind at an earlier age. In the world of wipes, this represents a huge opportunity to rethink how we segment our product propositions.

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