InstaGrandmas: Is Selling To Seniors On Social Media Worth Your Brand Dollars?
The last ten years have seen a sea change in the world of consumer packaged goods, as nimble digital-native brands have built empires off the maturation of e-commerce infrastructure and the proliferation of social content channels (e.g. Instagram, Snap, etc.). Changing consumer values in younger buyers and the opportunities afforded by those content channels have transformed the meaning of consumer branding.But this revolution in commerce and #marketing has left behind brands that excelled at selling to older consumers through the traditional media channels of print and TV. They’ve been doubly disadvantaged: as incumbents they’re also reluctant to leave behind their tried-and-true practices; and their core customers were not early adopters of social media, so there was little incentive (...)