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Dear Pulse Readers,
We live in a culture that’s obsessed with age, especially youth – whatever’s newest, hottest, and latest gets all the attention (we’re looking at you, glazed donut nails!)
While the coveted 18 to 24 demographic is important, there are consumers of all ages looking to connect with brands that align with who they are and who they aspire to be. And authentically understanding your audience is key to building a successful and sustaining brand.
In this edition, we’re digging into how marketers are tapping into demographics, psychographics, and lifestyles to connect with consumers of all ages as well as taking a look at how some brands endure the test of time.
From Gucci to Disney, BMF is exploring how audiences stay engaged. What’s that secret formula? We have some theories we’re divulging in our POV. And we’re here to say once and for all that age is just a number...it’s what you’re about that shapes who you attract.
Stay inspired.
Bruce, Brian, Ed + The BMF Team
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Pulse Check: Creating Brands With Intergenerational Appeal
When it comes to what consumers want to hear from marketers, one size doesn’t fit all. Check out this week's POV to explore some ways brands can grow intergenerational appeal among different audience segments. ➔
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The New + The Noteworthy
Everything Worth Doing/Seeing/Getting/Booking
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Through their strong storytelling & DNA, Disney has secured its spot as THE intergenerational brand of the century. Though Mickey Mouse is a cartoon, his appearance in art, fashion and design is iconic – even crossing into high fashion and fine art. Check out Virgil Abloh’s version of Mickey, which is on sale now and read about the design here. ➔
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Veuve Clicquot is an expert at understanding its audience segment. Accessible yet aspirational, the brand has tied itself to art, fashion, and cultural institutions (who doesn’t covet an invite to their yearly Polo Classic?) in a way that keeps it relevant without alienating core consumers. If you’re in LA, raise your glass to Veuve’s 250th anniversary at their Solaire Culture Exhibition through November. Click here to sign up! ➔
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Gucci collaborated with British skate brand Palace to create cross-generational appeal and push boundaries. Using modern elements with vintage twists, the collection is inspired by all that happens on the street, “where fashion comes alive”. It drops today, snag your pieces from the vault here! ➔
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Ralph Lauren has maintained its status over the years (55 years to be exact!) by targeting not just adults, but families spanning through several generations. The company just hosted their first-ever fashion show in Southern California, surprising attendees with models of all ages. The show boasted timeless designs and tapped into the heritage of the brand. See it for yourself here. ➔
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Martha Stewart knows how to stay relevant. She has been incredibly agile, shifting her brand from housewife to house party, as seen in her collabs with the likes of Snoop Dogg and, most recently, Liquid Death. Together she and the rock n roll water brand created an outlandish ad to promote their limited edition ‘Dismembered Moments’ – a candle in the shape of a human hand clutching a can of Liquid Death. Martha popped up in the gory ad showing off her chopping skills. Snag yourself the ‘Dismembered Moments’ candle here. ➔
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In case you miss Paris+ Par Art Basel, get inspired by the tactic that almost always guarantees cross segment and perennial appeal – nostalgia – at the Musée des Arts Décoratifs in Paris. Grounded in the historic events that made the ’80s so impactful, the exhibit spans fashion, design, and graphic arts from Jean Paul Gaultier and Christian Lacroix, to Thierry Mugler and William Klein. Celebrate, learn from, and get inspired by the collection here. ➔
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The Frequency
What We're Listening To Now.
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Lately Elton John has proven that, like the old saying goes, age is nothing but a number. From his collab with Dua Lipa to his recent smash with Britney Spears, whatever the year is on the calendar, he’s still as triumphant as ever. Listen to “Hold Me Closer” here. ➔
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The Destination
Now Departing...
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There’s a reason Rome is the eternal city. This timeless destination has attracted a wide range of curious travelers of all ages – from study abroad programs to retirees looking for a taste of history. Check out our updated Rome travel guide, with a little something for everyone here. ➔
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The Sublime
Creators, Innovators, And Cool $#!+ You Should Know About.
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If anyone proves that the number on your birth certificate is less important than how you show up in the world, it’s Iris Apfel. The queen of cool, Apfel has the perennial appeal that companies looking to authentically connect with audiences from Gen Z to baby boomers crave. Something youth doesn’t always guarantee is authenticity…or taste, but with Iris you get it all. Check out her latest collab with Ciaté London where she shares the best piece of advice she ever received here. ➔
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Yachts seem to be the best way to appeal to an older generation looking to slow down, and travel in a state of pure luxury. Four Seasons is launching its Four Seasons Yachts in 2025 to provide “the splendor of modern sea voyaging," to guests looking to explore deeper and stay a little longer. Similarly Ritz-Carlton offers a yacht collection for voyages beyond the ordinary. Which luxury hotel brand will ride the wave next? We’ll just have to wait and see. ➔
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Netflix is pulling out all the stops in an effort to reach fans of all ages with not just award winning content, but immersive experiences. The most recent iteration of this is ‘Netflix at The Grove’, the streaming platform's first multi-title experiential shopping location. Stocked with limited-edition items and photo ready vignettes, the space is sure to be a success – already teasing a holiday expansion of its experiential offerings tied to beloved programming. Learn more here. ➔
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One way to reach new audience segments by leveraging established brand DNA is by creating a brand under your larger company umbrella. Hugo Boss has nailed this with their splintering of the brand into BOSS, aimed firmly at Millennials, and the Gen-Z geared HUGO. To further cement their status in the 25 & under segment, HUGO made a big push into the Web3 world with their first NFTs, designed to raise awareness around mental health. Learn more about HUGO x Imaginary Ones here. ➔
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The ultra-luxury car manufacturer Rolls-Royce unveiled its first all-electric coupé, the Spectre. Set for a Q4 2023 release, the British company gave everyone a peek at what’s under the hood. By marrying iconic design and innovation, the brand is adapting to changing times while staying true to its heritage. Read more about it here. ➔
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Nike is known for its marketing prowess, from partnering with the right celebrity to staying on trend. Part of their success lies in the brand’s ability to see their customers as complex consumers with interests that go beyond sports. The brand’s upcoming Air Jordan 1 "Starfish" women’s sneaker offers something to people who love Birkin Bags and basketball. With a colorway inspired by the iconic Hermes bag, it’s just another example of Nike finding ways to get broad audiences to…Just Do It (it being to buy their shoes). ➔
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The Week In Review
ICYMI...
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Travel
- Thrifty Strategies For Senior Travelers ➔
- 6 Facts About Middle-Aged Women Retailers Should Know ➔
- Grey Gap Year: The Over-60s With A Taste For Travel On A Budget ➔
- What Revisiting A Childhood Vacation Spot As An Adult Taught Me About Comfort—And Change ➔
- Why Sweden Is The Perfect Place To Travel With Little Kids ➔
Fashion & Beauty
- Are You Too Old To Wear That Now? ➔
- Woman Becomes A Fashion Model At 68 Years Old, Proving Age Doesn’t Define Beauty ➔
- This Was The Year Dua Lipa’s Style Grew Up ➔
- Is Gen Z Killing Vintage Fashion? ➔
- ‘Fashion Has No Age’: The Stylish Senior Citizens Of Seoul ➔
- What Is The Gen Z Streetwear Fashion Aesthetic? ➔
Entertainment
- Universal Studio Group Strikes Development Deals With TikTokers As Part Of New Initiative ➔
- Sam Smith Announces Fourth Album ‘Gloria’: It ‘Feels Like A Coming Of Age’ ➔
- Can Hollywood Figure Out Gen Z? This Summer’s Movies Are A Major Test ➔
- Nicki Minaj Rails Against YouTube After Platform Age-Restricts Her New Music Video ➔
- The Rise And Fall Of Social Audio Will Continue To Impact The Entertainment Industry For The Next Generation ➔
- 11 Spooky Kids Movies And TV Episodes That Aged Like Fine Wine ➔
Technology
- Generation Z’s Adoption Of New Technology Spells A New Era For Entertainment ➔
- Gen Z Spends Half Its Waking Hours On Screen Time. Here’s The Good And Bad News For Hollywood ➔
- I Fear My Children Are Overexposed To Technology. Experts Say I’m Right To Worry ➔
- What Age Should A Kid Get Their First Phone? ➔
- 3 Smart Ways The Next Generation Of Entrepreneurs Are Using Tech To Empower Their Businesses ➔
Media
- Celebrities Are Flooding 'Generation Gap' Host Kelly Ripa's Instagram Over Her Big News ➔
- For Gen Z, TikTok Is More Than Entertainment. It's A Search Engine ➔
- A Third Of Minors On Social Media Lie About Their Age, Study Shows ➔
- Instagram Expands Testing Of Age Verification To More Countries ➔
- Social Media Has Made Teen Friendships More Stressful ➔
- TikTok Is Raising The Age Requirement For Going Live And Introducing Adult-Only Streams ➔
Events
- Workers In Their Late 30s And Older Face Ageism In A Recession—Here’s How To Fight Back ➔
- A Look Inside Teen Vogue's Generation Next Event ➔
- The NBA’s Age Limit Probably Isn’t Changing Anytime Soon ➔
- Laura Dern Brought Her Daughter As Her Date To The Academy Gala ➔
- One Man Started Playing College Football At Age 49 ➔
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