The obsession with youth is the internal combustion engine of marketing: a thing of the past.

For decades, the communications and marketing industry has focused on young people – yet in the face of demographic change, this formula for success is increasingly reaching its limits. This talk offers a first-ever insight into the representative G50PERSONAS^® study and demonstrates why people aged 50 and over do not constitute a homogeneous target group. Six distinct decision-making logics shape their purchasing decisions – and this has far-reaching consequences and opportunities for products, communication and services.